SSC&B Lintas bags Rs 8-crore Hero Sting account

In a two-way pitch between SSC&B Lintas and Contract Advertising, the two incumbent agencies of Hero Motors, SSC&B Lintas has bagged the advertising account of Hero Sting. Hero Sting is the new bike from Hero Motors due for a national launch in the coming months. It is being test-marketed in Jaipur currently. The two empanelled agencies were asked to make a strategy and creative presentation for the estimated Rs 8-crore account. After Vardhman and Moser Baer, this is the third win for SSC&B's Delhi branch this year.

For the record, SSC&B Lintas handles the Hero Ezee brand of Hero Motors while Contract Advertising handles Hero Smart.

The 92-cc Hero Sting will compete with bikes in the 100-110-cc segment - the most crowded segment - with motorbikes (such as TVS Victor, Hero Honda Passion, Hero Honda Splendor and LML Freedom) ranging from Rs 28,000 to Rs 45,000 fighting for consumer attention. Describing the target audience the bike hopes to reach out to, Ajay Chandwani, president, SSC&B Lintas, says, "Hero Sting hopes to woo the young sporty, fun-loving, start-up bike seeker."

The bike has been designed keeping in the mind the requirements of the youth. "It is light, sporty and ideal for leisure driving, going out with friends, shopping etc. It's trendy, convenient and easy to use. The bike is very high on aesthetics and imagery and will stand out in a crowd because of its unique styling," adds Chandwani. The ex-showroom price of Sting in Delhi is in the region of Rs 27,000.

The agency has translated the product benefits to establish a connect with the Indian youth. Hero Sting will be launched with a press campaign, which would be followed by a high profile television campaign featuring ‘a top international super model'. © 2003 agencyfaqs!