Group company Mirum India's omni-channel high visibility campaign for Hero Electric

Encouraging India to make the Smart Move

Office: India

Client: Hero Electric

Challenge

In India, electric vehicles as a category have shown a promising growth of 135% in 2021 especially in electric two-wheeler (E2V) segment. Two-wheelers have always been the fastest and most preferred choice of mobility in India, yet E2V adoption has been slow.

The year 2021 also saw many new entrants in the E2V category - some big and small players.

Hero Electric faced two major challenges:

• How to expand the category as it still has only 1% share among the ICE segment?

• How to break the clutter with strong brand visibility?

Inspiration

Hero has been the oldest EV manufacturer in the country; however, Government's push for EV has seen new entrants mushrooming in the sector. The newer and old ICE players shifting to EVs have been spending heavily on marketing to establish their brands. Therefore, it was important for Hero Electric to re-instate their position and establish the trust they have built in the past 14 years among their audiences. It was time for us to reinforce Hero Electric’s market position as NO.1 leader in E2V segment.

Idea

We decided to keep the communication simple, direct and irrefutable – “India’s No.1 Electric Two-Wheeler Company”. We launched an omni-channel high visibility campaign to amplify the communication and meet our 3 Rs objective: ‘REMIND’ about the Hero Electric’s leadership in the market; (Become) ‘RELEVANT’ by breaking the clutter of multiple brand messaging; and ‘RECALL’ our brand at point of consideration

How did we do it?

Paid media

• Digital - Contextually targeted investors & high affinity audience basis their online behaviour. Reached them where it matters

• OOH - Contextual outdoor takeovers across airports, business parks and commuting routes across 6 major cities

Earned media

• Public Relations - Took over all the pink papers for advertorials, industry news, category news and own-driven stories

Owned media

• Social – Drove recall via innovative formats, effective use of YouTube keeping in mind their retention, choice of consumption & interests

• Website – Witnessed 62% increase in website traction for higher awareness around Hero Electric products