FCB Ulka gains a foothold in Hero Honda

A couple of months ago, FCB Ulka had partnered Hero Honda for promoting a customer relationship programme – Hero Honda Passport Programme

FCB Ulka has won a sizable new piece of business from two-wheeler major Hero Honda. Contrary to speculations, sources say this business does not pertain to any of the existing brands handled by the roster agencies – JWT, Percept H and Publicis India.

When agencyfaqs! contacted the agency for information on the move, executives maintained a stubborn silence. And, Hero Honda simply reacted by saying, "no comments”. However, sources in the know have confirmed the development.

A little flashback for the readers of agencyfaqs!: Of the current brand distribution among the three agencies, while JWT handles Hero Honda CBZ, Hero Honda Joy and Hero Honda Splendor; Percept H has Hero Honda Ambition and Hero Honda Passion. Publicis handles Hero Honda Environment and Corporate as the third club agency.

But this project is not FCB Ulka's maiden experience with Hero Honda. A couple of months ago, the agency had partnered the company for promoting an ongoing customer relationship programme – Hero Honda Passport Programme.

That programme entails a host of benefits, privileges and exclusive rewards. In addition, the user can participate in the Hero Honda winner of the Month draw, where a Hero Honda Splendor, or cash prize worth Rs 40,000 can be won. Any Hero Honda motorcycle owner or user is eligible for the Passport programme.

According to the company, the programme has been a success so far. The print campaign of the Passport programme is already out. The agency is currently working on the TVC.

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