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Draftfcb Ulka wins Hero Honda's Commonwealth Games 2010 sponsorship project

By Devina Joshi , afaqs!, Mumbai | In Advertising | April 26, 2010
Along with the Games, Hero Honda Motors has also associated itself with the Queen's Baton Relay. Draftfcb will look after both assignments; the size of the business is estimated to be Rs 50 crore

Draftfcb Ulka has won the creative duties for Hero Honda Motors' Commonwealth Games 2010 sponsorship project. Along with the Commonwealth Games, Hero Honda Motors has also associated itself with the Queen's Baton Relay as the presenting partner - national sector. Draftfcb Ulka will look after both the assignments and the size of the business is estimated to be Rs 50 crore.

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This development follows a pitch, which was called amongst Hero Honda Motors' empanelled agencies including JWT, Percept/H and Draftfcb Ulka in New Delhi. Apparently, the company tends to call for a pitch amongst its roster agencies for special projects like these which go beyond its individual brands.

Draftfcb Ulka will work on creating a campaign highlighting Hero Honda Motors' association with the Commonwealth Games, which involves a high voltage television presence, along with other media. The Queen's Baton Relay, which will involve the passing of the baton across the length and breadth of the country, includes an extensive on-ground initiative to create awareness about the Games in India and also popularise the brand.

"Hundreds of towns will be involved in this, going by the nature and scale of the activity," says a senior source at Draftfcb Ulka.

As part of the brand's partnership with the Games, Hero Honda Motors will enjoy marketing rights, advertising, promotion and recognition to connect with its consumers and dealers across the country.

As is known, the Commonwealth Games 2010 will be held in New Delhi later in October this year.

For the record, Hero Honda celebrated 25 years of its existence in 2009 with a corporate campaign created by JWT. A majority of the Hero Honda Motors business is divided between JWT and Draftfcb Ulka, while Percept/H handles Passion Pro and occasionally, some corporate projects.

The media duties for Hero Honda Motors are handled by Maxus.