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Hero Group hires Wolff Olins for brand revamp; creative pitch still on

The London-based design agency Wolff Olins will create a new brand identity for Hero, post its separation with Honda.

The Hero Group, manufacturers of the two-wheeler Hero Honda, has appointed the London-based design agency Wolff Olins to create its new brand identity, following its split from Honda Motors. Wolff Olins is part of the Omnicom group. The agency will work on the brand's re-positioning, as well as on its name and logo.

Hero Group hires Wolff Olins for brand revamp; creative pitch still on
Pawan Munjal, managing director and chief executive officer, Hero Honda Motors, says in an official communique, "We are changing for the future, while anchoring ourselves to our core values and fundamental principles that have guided us in the past. The new buzzwords at the Hero Group are creation, renewal and re-energising."

The company's hunt for a new creative partner is on, as well. As is learnt, the Hero Group has shortlisted five agencies - JWT, DraftFCB Ulka, Mudra, Law & Kenneth, and Percept/H for the final presentations. Out of the five, three agencies - JWT, DraftFCB Ulka and Percept/H are the roster agencies, which have been handling the brand from time-to-time.

There was a buzz earlier that the two-wheeler company might launch its new identity during the forthcoming IPL Season 3. But, according to sources close to the development, it will now take the company about three-to-four months to complete the entire re-branding exercise, and introduce its new look to consumers.

The Hero Group decided to end its 26-year-old joint venture with the Japan-based Honda Motors in December last year, due to unresolved differences. As part of the deal, Honda sold its 26 per cent stake to the Munjal family.

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