CarTrade Editorial Team Tuesday 07 February 2012, 10:54 AM
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Hero MotoCorp's latest television commercial has a group of kids, aged between 5 and 10, mouthing the words of the new theme song of the company, emphasising on the 'o' and 'e's. AR Rahman has penned the fresh commercial, called Hum Mein Hai Hero, which replaces 'Dhak Dhak Go', just like the band of kids takes the place of stars and cricketers. Hero Group seems to be trusting the ability of the kids to infuse faith in the target audience about its inner potential, while selling its bikes to the key demographic.
According to Prasoon Joshi, 'There is a lot of cynicism around us. It's only kids who can spring hope within us with their innocence and purity.' He is the best lyricist of Bollywood presently, as well as the Executive Chairman of the Indian branch of Mc-Cann Worldgroup, the international marketing communications giant. Joshi also sought kids while making the latest television commercial for Coca Cola, thereby eliminating all cynicism.
It seems that the advertising industry is looking towards kids not just for promoting products but for brand building too. When Hero MotoCorp parted ways with Honda the previous year, it took on a new name, logo and identity, with the slogan 'Hum Mein Hai Hero' at the centre of it all. The pitch was perfect for the company – it suited its brand name and showed that it believed in everyone's capability as a hero.
As per Rahul Nangia, Chief Creative Officer (West and South), Law and Kenneth, the agency that came up with the Hero advertisement, 'When we launched the first commercial in this series on August 15 last year, the response was overwhelming. With thousands of people uploading their own videos against the track on Youtube, the commercial gained a life of its own. Shooting it with kids alone was the next logical step. The client isn't looking at marketing anything with this ad. It's looking to create a brand identity. Through kids, we are trying to open up people to their own potential.'
Though everyone agrees that kids add innocence to any campaign, it is essential that the credibility of the advertisement is not lost. Joshi's new Greenpeace commercial depicts young ones appealing to grown-ups to let them take care of nature. He says, 'When children make an impassioned plea, you realise the situation is alarming, and it's time to act.'
It is not just creative thinkers who have realised the potential of kids in advertising. According to Nangia, his clients jump at the chance of using kids to sell products, though many meetings are convened to iron out the flaws. When asked the role of a fourth grader in an advertisement about bikes, Kartik Iyer, said, 'That's like saying why show dogs in an ad where the product is of no use to the dog.' He is the Chief Executive Officer of Happy Creative Services, the company that made Flipkart's commercial featuring two kids talking about online shopping.
While making an advertisement with kids, it is essential that they act as their natural selves. Child actors who portray themselves as wise or over-smart can ruin a campaign even if it has a great concept. Apostrophe Films' Koushik Sarkar, whose company made the Coca Cola advertisement, remembers the day when he arrived on set of the advertisement, where the young ones were “being their naughty selves, poking each other, screaming” while preparing for the final performance. He stopped the team from rehearsing and started recording since he wanted to capture the idiosyncrasies. Sarkar says, “Listen in carefully, and you'll notice bits where the kids are singing out of sync. None of the imperfections have been edited.”
Upcoming cars
- Hyundai Santro
- ₹ 3.9 - 5.68 lakhs
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- Mahindra XUV300
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- Honda Amaze
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- Hyundai Venue
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- Honda City
- ₹ 8.77 - 14.07 lakhs
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According to data compiled by the Society of Indian Automobile Manufacturers (SIAM), Hero MotoCorp's Splendor was the best selling model last month. It sold 2,25,536 units in November as against 2,25,737 units a year ago.
Hero Motocorp Advertisement Song Download 2017
Dec 30, 2018, 12.19 PM IST
NEW DELHI: Hero MotoCorp maintained its leadership position in the domestic two-wheeler segment in November, with four of its models making it to the top ten selling list.
Two models each from Honda Motorcycle and Scooter India (HMSI), Bajaj Auto and TVS Motor Company also featured among the top selling two-wheelers last month.
According to data compiled by the Society of Indian Automobile Manufacturers (SIAM), Hero MotoCorp's Splendor was the best selling model last month. It sold 2,25,536 units in November as against 2,25,737 units a year ago.
Rival HMSI's popular scooter Activa stood at the second position with sales of 2,18,212 units. It had secured first position in November 2017 with sales of 2,26,046 units.
Hero MotoCorp's HF Deluxe stood at the third spot with sale of 1,68,839 units.
TVS Motor's XL Super moped secured the fourth position with sale of 74,590 units. It was at the sixth position in November 2017 with sales of 69,888 units.
Hero MotoCorp's Passion bike came in fifth with sales of 74,396 units.
HMSI's CB Shine bike was the sixth best selling model in November with sale of 70,803 units.
It was followed by Bajaj Pulsar at seventh position with 69,579 units sold. The model did not feature in the top ten list in November 2017.
TVS Motor's scooter model Jupiter took the eighth position with sale of 69,391 units while Hero MotoCorp's 125-cc bike Glamour was at the ninth spot with 63,416 units.
Bajaj Auto's commuter bike Platina rounded off the two-wheeler top ten list in November with sale of 62,555 units.
Two models each from Honda Motorcycle and Scooter India (HMSI), Bajaj Auto and TVS Motor Company also featured among the top selling two-wheelers last month.
According to data compiled by the Society of Indian Automobile Manufacturers (SIAM), Hero MotoCorp's Splendor was the best selling model last month. It sold 2,25,536 units in November as against 2,25,737 units a year ago.
Rival HMSI's popular scooter Activa stood at the second position with sales of 2,18,212 units. It had secured first position in November 2017 with sales of 2,26,046 units.
Hero MotoCorp's HF Deluxe stood at the third spot with sale of 1,68,839 units.
TVS Motor's XL Super moped secured the fourth position with sale of 74,590 units. It was at the sixth position in November 2017 with sales of 69,888 units.
Hero MotoCorp's Passion bike came in fifth with sales of 74,396 units.
HMSI's CB Shine bike was the sixth best selling model in November with sale of 70,803 units.
It was followed by Bajaj Pulsar at seventh position with 69,579 units sold. The model did not feature in the top ten list in November 2017.
TVS Motor's scooter model Jupiter took the eighth position with sale of 69,391 units while Hero MotoCorp's 125-cc bike Glamour was at the ninth spot with 63,416 units.
Bajaj Auto's commuter bike Platina rounded off the two-wheeler top ten list in November with sale of 62,555 units.
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