Hero Honda’s new bike Glamour FI aligned with JWT

Hero Honda Glamour FI launched yesterday will be aligned with JWT, which handles Hero Honda’s other brands such as Super Splendor, Glamour, Achiever, CD Dawn, CD Deluxe and Karizma

Hero Honda yesterday launched a new bike, Hero Honda Glamour FI, said to be India’s first fuel injection technology-driven motorcycle. This new bike will have two variants, Drum Kick and the fully-loaded Disc Self. Creative duties for the same will be handled by JWT.

Hero Honda did not call for a separate pitch for this new bike. “Since JWT has been handling Glamour, they have an understanding of the brand values,” says Anil Dua, vice-president, marketing, Hero Honda.

As per Dua, the Glamour F1 will have a fresh communication approach. It will have television and print campaigns different from the original Glamour brand. The campaigns for both Glamour and Glamour F1 will run simultaneously on television.

"Though the company reviews its advertising agencies quarterly, as of now JWT will handle it", Dua said. A senior Hero Honda source says the company plans an advertising spend of around Rs 8-10 crore on this new variant.

The basic variant will be priced at Rs 49,990 and the fully loaded variant at Rs 53,990. The target for the newly launched bike will be men in the 18-30 age group, who are discerning and technology-savvy. So, the communication will be designed around them.

For the record, there are three agencies in Hero Honda’s roster: JWT, Percept H and FCB Ulka. The creative duties for Hero Honda’s Super Splendor, Glamour, Achiever, CD Dawn, CD Deluxe and Karizma are with JWT, while Hero Honda CBZ is handled by Percept H and Pleasure by FCB Ulka.

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