NEW DELHI: Hero Motocorp has brought on Vijay Thomas to lead marketing for its premium segment range.
Thomas joins the organisation from Harley Davidson where he was last serving as lead marketing for the Indian market. During this time, he was leading demand generation, public relations, lead acquisition and management, brand building and marketing, product planning, new dealer onboarding, and experiential marketing.
Thomas was associated with Harley for nearly 10 years and served in multiple roles such as customer experience, and assistant manager marketing.
This was Thomas’ longest stint.
He has over 16 years of industry experience and has worked at Virgin Mobile, Radio Mirchi and Southern Spice Music Television.
NEW DELHI: Hero MotoCorp has appointed global mobility expert Michael Clarke to the newly created position of COO, with the additional role of chief human resources officer (CHRO).
Based out of India, Clarke will join Hero MotoCorp effective 1 January, 2021 and report to Pawan Munjal, chairman & CEO of Hero MotoCorp.
In the emerging “new world” of business, Clarke’s appointment comes close on the heels of recent augmenting of the leadership team at Hero MotoCorp.
As part of this process, Hero MotoCorp has earlier announced assigning the role of head of strategy to Malo Le Masson and expanded the role of Ravi Pisipaty as the head of plant operations.
Sanjay Bhan has returned to the company as the head of global business (GB) to play a key role in the rapid expansion and consolidation of Hero in the international markets.
Mahesh Kaikini, the head of Gurugram plant, has been appointed as the chief quality officer, while Ashutosh Varma has been elevated to the role of head of national sales.
Clarke is a business leader with more than 25 years’ global experience in publicly listed companies in the US and UK. He has worked extensively in building, leading and managing teams across geographies and functions. Having occupied leadership roles in some of the world’s top companies, such as Fiat Group SPA and Delphi Technologies, Clarke has also been in charge of operations and human resources functions in several other companies, including Tenneco Automotive and Hertz Corporation Breed Technology (formerly AlliedSignal SRS) across Europe.
He started his career with Delco Electronics Overseas Corporation (a subsidiary of General Motors) in Liverpool, before moving to Colgate Palmolive based out of Manchester.
Hero Motocorp chairman & CEO Pawan Munjal said, “Mike brings considerable global experience and expertise in managing complex operations, international restructuring, organisational and cultural change. His experience will be highly beneficial as we look to further consolidate our market leadership across continents. We have a clear focus to create benchmark products and facilities, including industry leading processes and operations. Mike will contribute by playing a vital role in providing strategic leadership in operational excellence and driving the Talent agenda at Hero MotoCorp.”
Clarke said, “We are in unprecedented times across the globe and it is clear that Hero MotoCorp is navigating successfully and maintaining its number one position in the industry. I am passionately looking forward to contributing to and continuing the journey globally as well as in the domestic market in India.”
NEW DELHI: The world's largest two-wheeler manufacturing brand Hero MotoCorp earlier this week announced a distribution agreement with Harley-Davidson for the Indian market. As per the agreement, Hero will sell and service Harley motorcycles across the country.
The development comes closely after Harley-Davidson announced an exit from the Indian market in September this year. Harley Davidson has been present for over 11 years in India. The brand said it is discontinuing sales and production operations in India as part of a global restructuring plan.
As per the new deal Hero Motocorp will sell and service Harley bikes in India.
"Per a distribution agreement, Hero MotoCorp will sell and service Harley-Davidson motorcycles and sell parts and accessories and general merchandise riding gear and apparel through a network of brand-exclusive Harley-Davidson dealers and Hero’s existing dealership network in India. As part of a licensing agreement, Hero MotoCorp will develop and sell a range of premium motorcycles under the Harley-Davidson brand name," the Pawan Munjal-led company said in a regulatory filing.
It must be noted that the two brands and their positioning in the market are completely different. Hero Motorbikes are largely in the daily use segment while Harley’s bikes cater to the leisure rider. Hero as a brand is known for its economy two-wheelers and it failed to capture the higher end market share even after having a product like Karizma. Customers aren't willing to part with a hefty sum just for a Hero motorcycle. It will be interesting to see how the deal will help both the brands in terms of their brand equity.
Business strategist Lloyd Mathias opined that Hero and Harley Davidson motorbikes are within the same category but they compete in totally different segments. “The association is a win-win for both companies as Harley-Davidson gets to ride Hero MotoCorp’s vast distribution network and extensive customer service, while Hero gets to develop and sell a range of premium motorcycles under the Harley-Davidson brand name and therefore make its way into the top end of the motorbike segment.”
Harley-Davidson had earlier hinted at exiting some tough markets as part of its strategic plan, which entails pulling out of loss-making markets and focusing on the US, Europe, and parts of Asia Pacific.
In spite of being an iconic brand worldwide, Harley-Davidson failed in India for various reasons – from a lack of understanding of the Indian consumer, to faulty product mix, pricing & distribution issues. Even the market strategies adopted by the brand in India did not help it in gaining ground.
Aashaar Marcom brand and communications consultant Amitava Mitra shared that even after the collab, Harley Davidson will remain the iconic brand it is. In this segment, customers will not be purchasing a Hero Motorcycle. They will be buying into the Harley experience. “Whatever Harley-Davidson brand’s relaunch in India in association with Hero MotoCorp, it will maintain the image, value, experience, and other brand traits. What will get added to it is the trust associated with Hero.”
Hero acquired US-based Erik Buell Racing in the year 2015 in order to expand its operation in the premium bike segment. However, the company was not able to successfully capitalise on its move, and as a result, we haven't seen any major growth in Hero's portfolio till now. Only time will tell what is the company's road map to roll out Harley products in India but, is it a well-played move by Hero to establish itself as a premium bike company?
Mathias held the view that it’s a good strategy by Hero MotoCorp. "The passion biking segment is small but lucrative and growing. It is difficult for a global company to set up and run full-fledged operations to cater to this tiny segment and stay profitable. For Hero MotoCorp there is perfect synergy in operations and huge leverage. In effect, it will now have a strong presence in all segments of the motorbike category.”
Would it be right for Hero to cannibalize the brand equity it has created in the lighter bikes segment? According to independent communication and marketing consultant Karthik Srinivasan, a single brand having two different sub-brands meant for two different prices and audience segments is quite normal. “For instance, Toyota owns Lexus at the premium end, while also producing entry, mid-level cars under its brand. In this case, Hero simply needs to retain and build on Harley's existing premium value and perception.”
Mitra also believes it’s a brilliant move to get in an established and iconic premium brand into its fold. “Worldwide, there are mass and popular brands that have not managed the same levels of success in their premium, luxury ranges. Two brands that immediately come to mind are Toyota and Maruti Suzuki. Toyota used the Lexus and Maruti the Nexa as independent premium and luxury brands to garner market share in their respective premium categories.”
He went on to note that Hero has always struggled in the premium motorcycle segment and this approach will certainly create a huge positive impact on the homegrown company’s overall market share. It will also ensure a strong presence in the higher CC category, premium two-wheeler segment.
Harley as a brand doesn't need overt publicity and it relies solely on the hallmark it has created for so many years. But now being a Hero brand, how will the advertising model differ, and what will be the go-to strategy in the market?
Srinivasan explained that given the price Harleys usually sell at, even Hero would realize that they are not meant to be mass-market products and would target the range appropriately. To be sure, “Harleys won't be a Hero-brand. And Hero would ensure that this stays so, to ensure that the brand value of both the brands remains intact.”
MUMBAI: If there’s one sport that unites people all over the world, it is football. Cricket maybe a religion in India, but football is life for billions of fans in every nation. When a Neymar changes teams for $260 million, as many – if not more – weep or rejoice. India too has its legions of football lovers: Estimates are that 283 million of them viewed football in 2018-19. The Premier League remains by far the most watched and supported football league with an awareness level of 79 per cent amongst soccer fans, according to a Brand Finance research report. The league itself has estimated that 155 million Indians track it, its teams and the players throughout the year, religiously. In the 2018-2019 season, 30 million actively watched the Premier League.
Run by the UK’s Football Association, the 28-year-old league is available in 643 million homes in 212 countries globally with a potential TV audience of 4.7 billion. 20 clubs each play 38 matches against each other (at home and away) on Saturdays and Sundays in the afternoon.
In 2017, the league roped in Gully Boy Ranveer Singh- who is also a keen Arsenal follower – as its official brand ambassador for India, thus broadening its appeal within the country.
The typical Premier League enthusiast is a new millennial, affluent, someone who wears either Levis or Killer jeans or a Zara T-shirt, goes on a holiday in India at least a couple of times a year, uses personal transport, orders from an e-commerce platform at least once a month, and is located in the metros and mainline cities. He meticulously follows the game scores, is tech savvy, tweets and posts about the game on social media. Women also seem to have developed a fancy for the Premier League as they comprise a sizeable 30 per cent of the fan base.
The Premier League mania is so strong that official clubs have sprouted up nationwide in almost every metro supporting the top teams: Manchester United, Liverpool, Arsenal, Chelsea, Manchester City, and Tottenham Spurs. These clubs have affiliations with the mother clubs in the UK and have a presence in almost every metro and major city in India. Memberships run into 500 plus in almost each city, making for a massive fan base.
31-year old Mayur Bhosale is a Chelsea fan and also the marketing head of the team’s official fan club in India. “For me football is my life. I am so looking forward to the next season of the Premier League. This time the gap between the previous season and this one has been short, which is good.”
MAYUR BHOSALE (SECOND FROM LEFT):A DIEHARD CHELSEA FAN
Mayur’s day job is as a chief engineer with one of Airtel’s data centres in Pune. But the nights are devoted to football. “I watch every match – even when the kick-off is late at night 12:30 and ending at 2:30 am. I will wake up the next morning and head to my meeting weary in body but fresh in spirit.”
Tony George, who works in a pharma company, is the chairman of the Arsenal India Supporters Club, Kerala chapter. “We have been following the Premier League for the past 19 years and especially Arsenal. We are expecting the team to do better this year, with new signings.”
In fact, the supporters’ clubs normally have screenings when the matches are on, with 50-200 members gathering in a club, and making merry while watching the furiously-paced game on a large screen. Brands such as Budweiser, Kingfisher and Heineken have supported the get togethers in the past. Other brands which have been consistent partners – especially of the Manchester United Supporters Club – include: HCL, nutrition brands like ON and RiteBrite, Apollo Tyres and home grown beer brand White Owl.
“People come dressed in colours of their favourite team,” says Mayur. “They are tattooed and they cheer every forward’s move and defender’s success at intercepting a rival’s pass. We replicate what we believe is happening in the stadium. Budweiser is the partner for many of our initiatives and for us Budweiser is our favourite beer and is equal to the Premier League.”
According to him, most of the members of the fan clubs are either students or those who are newly into their professional careers. “70-75 per cent of them are in that age group of 23-29 years,” he reveals. “25-30 per cent are above 30 like me.”
With clubs being shut thanks to the pandemic, fans have migrated to the virtual world. Mumbai-based Chelsea fan Andre Rodrigues says meetups have happened over Zoom ever since the pandemic hit India. “The Mumbai chapter has organised some Zoom meets for quizzes and discussions over the last few months. And we will continue to do so for the coming season as well during the matches as well.”
Mayur adds that the Chelsea Fan Club has made five Zoom bridges bringing together 600-700 fans across cities, thus catching their reactions towards the action during the live matches and screenings in the past few months. ”We have done at least four or five these,” he says. “These probably are here to stay. Then we have our Whatsapp group, Instagram handles, and our Facebook pages where we constantly engage.”
Disney Star India – the broadcast partner of the Premier League in India – organises large format match screenings for various team fans across cities under the brand Select FC.
Mayur, who loves his Jawa two-wheeler, wears Woodland or Adidas shoes, when he goes to screenings, remembers his experience fondly. “It was a fantastic vibe,” he says. “They gave us a few gifts, had quizzes, free beer coupons and the fact that we were all together egging our team on was memorable. For us, Premier League fans, it rules.”
This access to young affluent and passionate fans of Premier League is wooing over marketers, media buyers and planners. The platform helps drive associative value for brands and categories which want to target this unique audience and are driving initiatives and association which help them dive right into the fan sentiment and integrate/embed themselves amidst this tribe and get the rub off and preference of this audience.
PREMIER LEAGUE FANS GATHER FOR A SCREENING IN A CLUB
For instance, Hero Motocorp associated with the Premier League broadcast on Star Sports last year in a Twitter contest towards the fag end of the tournament. Fans were asked to send their #HeroFanMoment with the hashtag #Raiseyourgame to support their respective teams.
Net result: the contest generated 6.9 million impressions, with Star Sports reaching out to 2.59 million unique accounts. The original announcement of the contest alone generated 3.53 million impressions and 125,725 engagements, and took the initiative amongst the top 10 trends in India for an hour and a half on the short messaging engagement platform.
Then, lubricants major Gulf Oil is a votary of the Premier League, especially in the current circumstances. According to the company’s CEO & managing director Ravi Chawla, the English Premier League is one of the most awaited seasons for football enthusiasts. Amidst the gloom around Covid, these sporting events are bringing back much-needed excitement among the consumers. Although the fans may not be able to watch the action in the stadium, we feel that a combination of the digital adoption behaviour and aspiration to continue to see their favourite players on the field will keep the fans glued more than ever. Keeping with the enthusiasm, Gulf Oil released a global film #GulfGetMovingAgain with Manchester United illustrating a new world emerging post lockdown to communicate a strong message that – "The world may have changed but our dreams haven’t”. It garnered an engagement of 4.5 million plus Manchester United fans.”
“…given that EPL is an extended format, it will have relevant brand associations. Brands are evaluating all opportunities very keenly right now,” expounds Havas Media India managing director Mohit Joshi. “The football fan base has only been increasing in India over the years and that is clear from the buzz around the sport. In this Covid year, viewers have been deprived of live sports. As a result, the season will do extremely well. More than viewership, it is the social buzz that one can already feel around it.”
With that kind of positive sentiment, don’t be surprised if during this season, brands rain heavily on the Premier League, rather than just the just the normal summer showers.
The wait is over!Hero MotoCorp, the world’s largest two-wheeler manufacturer is set to bring the exciting cricketing action back with Hero Caribbean Premier League (Hero CPL),popularly known as the ‘Biggest Party in Sport’, startingfrom 18 August to 10 September 2020.
Marking the return of the electrifying Twenty20 format of the game in the ‘New Normal’, the tournament will be conducted in a bio-secure environment to meet the safety and social distancing protocols. In a first for a cricket premier league, the matches would be played in stadiums without any spectators, with the objective to maintain social distancing.
Dr. Pawan Munjal, Chairman & CEO of Hero MotoCorp, said, “Hero MotoCorp has always believed in supporting and promoting sporting action across the world and we are glad to be leading the efforts towards the resumption of top sporting event in the Caribbean. The Hero CPL T20marks the gradual return of live action sports after a gap of nearly four months. The Hero Caribbean Premier League is an exciting opportunity to highlight the cricketing Heroes from around the world.”
The Hero CPL will bring the best T20 cricketersin action from the Caribbean and from around the world. This includes the likes of Andre Russell, Kieron Pollard, Rashid Khan, Ross Taylor and Dwayne Bravo.
The Hero CPLT20 will witness participation from six popular teams –Barbados Tridents, Guyana Amazon Warriors, Trinbago Knight Riders, St Kitts and Nevis Patriots, Jamaica Tallawahs andSt Lucia Zouks.
The tournament will see 33 games played at two venues in Trinidad and Tobago. Hero CPL 2019 runners-up – Guyana Amazon Warriors will take onTrinbago Knight Riders in the opening match, while the second game will be contested between Barbados Tridents and St Kitts and Nevis.
Hero CPL T20 will be broadcasted on Star Sports 1 and 1HD, Star Sports 2 and 2HD, Star Sports Hindi 1 and Hindi 1HD and will also be live streamed on FanCode. Matches will be held at 7.30 PM and 3.00 AM (following day) on weekday and 7.30 PM and 11.45 PM on weekends (IST)respectively.
First started in 2013, the Hero Caribbean Premier League (CPL) is a franchise-based T20 format cricket tournament that combines two of the most compelling aspects of Caribbean life – dramatic cricket and a vibrant Carnival atmosphere.
MUMBAI: Hero MotoCorp, the world’s largest manufacturer of motorcycles and scooters, has appointed Publicis Media as its media agency for both traditional and digital media duties.
Publicis was selected following a competitive pitch that kicked off a few months ago. Publicis Media has created a bespoke platform – ‘Team Hero MotoCorp’ (Team HMC) – that will be in charge of the account and will harness talent from across the organization, both for the mainline and new-
age mediums.
Hero MotoCorp marketing head Gurinder Singh Sandhu said, “Publicis Media was selected after a very thorough and competitive pitch process with strong presentations from several agencies. We are excited about this new partnership and the potential of ‘Team HMC’ in helping us drive even stronger consumer connect and grow brand impact.”
Zenith India CEO and Team HMC executive sponsor Tanmay Mohanty said, “Hero MotoCorp is one of the most prestigious accounts in terms of
both scale and complexity. We are excited to partner Hero MotoCorp in their marketing journey where data and tech will complement the strong strategy, planning, buying and content verticals to further strengthen the Integrated Marketing play. ‘Team HMC’ will mobilise the most apt talent and capabilities from across Publicis Media globally, for this partnership. We look forward to delivering strong business outcomes for them and unlocking new consumer connections across social, digital and traditional mediums.”
The New Delhi (India) headquartered Hero MotoCorp has been at the forefront of designing and developing technologically advanced motorcycles and scooters for customers around the world.
Led by Dr. Pawan Munjal, Chairman, Hero MotoCorp, it has taken rapid strides to expand its presence to 37 countries across Asia, Africa, and South & Central America. Hero MotoCorp is a truly global enterprise with a workforce that comprises of people from different nationalities including India, Bangladesh, Colombia, Germany, Austria, Japan, and France.
Hero MotoCorp is the dominant market leader in India – the world’s largest two-wheeler market – with over 50 per cent share in the domestic motorcycle market in India.
MUMBAI: TRA Research has launched the second edition of ‘India’s Most Consumer-Focused Brands 2019’ (CFB), a study measuring the brands’ increase in Buying Propensity, the keenness-to-buy among Indian consumers.
Samsung, the South Korean multinational major leads the TRA’s most consumer-focused brands 2019 report this year. It is followed by Tata Motors at scond place and Apple has secured third position with the latter having climbed two ranks over last year. Hero Motocorp has secured fourth slot while Nike is at fifth rank for consumer-focus.
CFB 2019 reports the list of brands that increased their buying propensity over last year. This year’s report lists 500 brands based on the buying propensity comparison of two successive years’ data.
Commenting on the launch of CFB Report 2019, TRA Research CEO N Chandramouli said, “TRA‘s Most Consumer-focused brands 2019 report in its second edition exhibits substantial shift. The biggest find is that of the seven new brands that made it to the list as compared to last year all have made it into the Top 20 Most Consumer-Focused Brands list. Three Tata Brands – Tata Motors (ranked 2nd), Tata Salt (ranked 15th) and Tata Tea (ranked 20th), which were not a part of the list last year, also made it to the Top 20. Some other new entrants to the Top 20 list include Bajaj Pulsar (ranked 9th), Reliance Jio (ranked 18th) and Sony (ranked 19th). A few brands made significant strides over last year to make it to the Top 20 Most Consumer-Focused Brands. These include LIC (ranked 6th, with a jump of 82 ranks), State Bank of India (ranked 12th with a climb of 74 ranks) and Lakme (ranked 17th with a jump of 92 ranks). Of the 11,000 brands studied, only 541 brands showed an increase in buying propensity over last year, with 95 per cent brands registering a fall in buying propensity in the same period.”
“TRA’s Buying Propensity Matrix is a scientific brand measurement model that gets to the root of consumer buying behaviour to understand and measure the customer’s buying keenness. It attempts to understand this through the overt, covert and contextual buying drivers of consumer influences. By increasing buying propensity a brand creates a natural pull for the consumer towards the brand measured as a consumer’s trust (the transactional drives to buy) and attractiveness (the psycho-socio-cultural desire drives to buy). These two combine to make the fundamental substrate on which all buying decisions are made,” Chandramouli added.
Among India’s 500 Most Consumer-Focused Brands, 37 super-categories and 236 categories were listed. The categories with the maximum brands were F&B, FMCG and automobile contributing to 28 per cent of the total brands in the listings.
Some of the important category leaders in Consumer-Focused Brands are Panasonic (rank 57) in Consumer Electronics; Liberty (rank 64) in Footwear; Kenstar (rank 163) in Durables, L’Oreal (rank 66) in FMCG; Sun Pharma (rank 76) in Pharmaceuticals; Tata Sky (rank 72) in DTH; DMart (rank 111) in Retail, Fastrack (rank 31) in Branded Fashion, JW Mariott (rank 155) in Premium Hotels, Google (rank 16) in Internet Search, and Kit Kat (rank 135) in Food & Beverage.
MUMBAI: Two-wheeler manufacturer Hero MotoCorp has announced cricket icon and captain of the Indian national cricket team Virat Kohli as its brand ambassador.
Kohli will start his innings with Hero MotoCorp, riding on the new Xtreme 200R premium motorcycle. The campaign featuring Virat on the Xtreme 200R went live on Wednesday across TV, print, outdoor and digital platforms, to coincide with the start of the nationwide retails sales of the Xtreme 200R.
The new premium motorcycle has been priced at Rs 89,900 (ex-showroom Delhi).
Hero MotoCorp chairman MD and CEO Pawan Munjal says, “Hero MotoCorp is all about new-age, technologically superior and aesthetically pleasing products which are also fun to ride. Brand Hero stands for trust, excellence and resilience – the qualities that truly personifies the charisma of Virat as a global icon. He represents the youth of today, which ‘Fears Nothing’ and aims for the pinnacle – characteristics that have always defined Brand Hero. It is indeed my pleasure to welcome Virat onboard the global family of Hero MotoCorp and wish him a lot of success and fun in this new innings.”
Virat epitomises the way of life and attitude of the new generation of youth across India and the world. Displaying leadership qualities from a young age, when he led the Indian team to win the U-19 Cricket World Cup in 2008, Virat has evolved over the past decade to emerge as a global youth icon that ‘Fears Nothing’. Virat is today the world’s top test and one day international (ODI) batsman in the ICC rankings.
Kohli adds, “Millions of young boys and girls of my generation have grown up riding Hero motorcycles and scooters and it is, therefore, a unique and special feeling to associate with this brand. I have known Pawan Ji for long, and I thank him for giving me this opportunity to represent Hero MotoCorp at the global arena. Hero MotoCorp has been one of the largest corporate promoters of sports and sportspersons across various disciplines over the past two decades, and I consider this a huge privilege to be a part of the Hero family. I am eagerly looking forward to an exciting ride ahead.”
Hero MotoCorp has been one of the largest corporate promoters of multiple sporting disciplines, including cricket, golf, football, field hockey and motorsports in India and across the world. The company has also promoted sports persons from various disciplines of sports, including cricket, football and golf.
Hero MotoCorp’s well-documented association with cricket spans over two decades, in various capacities. Over the course of this long association, it was one of the global partners of the International Cricket Council (ICC).
Several top Indian cricketers have earlier been associated with the company as brand ambassadors for many years. Hero MotoCorp has also been a partner of the Indian Premier League (IPL) – both at the central level as well as the team sponsor of the Delhi Daredevils and Mumbai Indians. The company is currently the title sponsor of the Hero Caribbean Premier League, (Hero CPL) – the biggest T20 tournament in the Caribbean.
MUMBAI: The T-20 tri-nation tournament Nidahas Trophy has found a title sponsor in Hero MotoCorp. With this, the brand has kept its long-term commitment to the promotion of sports.
Speaking about the association, Hero MotoCorp Chairman, MD and CEO Pawan Munjal said, “Cricket continues to be one of the most popular sports in Sri Lanka and we are glad to extend our association with Sri Lanka Cricket. Hero MotoCorp is a youthful brand and has been associated with a variety of sports for over two decades now. This partnership will further enhance Hero’s brand entrenchment in Sri Lanka, which is an important global market for us. I look forward to yet another successful and exciting tournament ahead and wish all the teams the very best of luck.”
DSport and Viacom18 will telecast the live feeds of the tournament. Both the players have got the India rights for the first time. The league is to be held in Sri Lanka from 6-18 March. The series is being organised to celebrate the country’s 70 years of independence.
Expressing excitement about the association, Sri Lanka Cricket Chief Operating Officer Jerome Lee Jayaratne said, “Hero as a brand has carved its niche and legacy in the market. We are extremely glad to have them as the title sponsor and look forward to an enriching affiliation for both stakeholders.”
The tournament will feature three strong teams from the sub-continent – India, Bangladesh and the host nation, Sri-Lanka. The Trophy will be played at the R Premadasa Stadium in Colombo and will be called Hero Nidahas Trophy 2018.
The New Delhi-headquartered Hero MotoCorp has been associated with cricket for over two decades in various capacities. The company was one of the global partners of the International Cricket Council (ICC). It is currently the title sponsor of the Hero Caribbean Premier League, the leading T20 cricket tournament in the Caribbean islands.
Hero MotoCorp was one of the main sponsors of the recent Sri Lanka tours of the Australian, Windies and England Cricket Teams. Sri Lanka is a key global market for Hero MotoCorp and the Company has been actively promoting sports in the country.
BENGALURU: FMCG brands are generally the biggest advertisers on television. However, in week 41 of 2017 (Saturday, 7 October 2017 to Friday, 13 October 2017), just one FMCG brand was present in the Broadcast Audience Research Council (BARC) weekly list of top 10 brands (Across Genre: All India (U+R): 2+ Individuals) in terms of television insertions. Week 41 was the penultimate week before India’s biggest festival week – Diwali. The FMCG brand was Closeup Ever Fresh, ranked ninth in terms of television insertions with 7,458 advertisements.
In week 40 of 2017 (Saturday, 30 September 2017 to Friday, 6 October 2017) four FMCG brands- Dettol Cool Soap, Dove Cream Bathing Bar, Close Up Ever Fresh and Santoor Sandal And Turmeric were present in BARC’s weekly top 10 brands list. The total number of television insertions by the top 10 brands in week 41 of 2017 declined to 90,912 as compared to 94,262 in week 40.
Two brands each from two wheeler automobiles, jewellery and mobile phones, and one brand each from online ecommerce, government, FMCG and DTH made up the list of top 10 brands on television in terms of insertions for week 41 of 2017.
In the previous week (week 40) four FMCG brands, two brands each from the jewellery and mobile phones space and one brand each from online ecommerce and mobile services made up the weekly list of BARC’s top 10 brands in terms of television insertions.
The Indian arm of the global ecommerce giant Amazon topped the lists with 22,668 and 13,490 insertions in weeks 40 and 41 of 2017 respectively. The brand was hawking its second Great Indian Sale that took place less than a month after the first one.
Please refer to the table below for top 10 brands in terms of television advertising for week 40 and 41 of 2017.
