Ranbir Kapoor to become new face of Hero Honda

Ranbir Kapoor as the brand ambassador for Hero Honda Motors, according to people familiar with the development. The world’s largest two-wheeler maker would thus be replacing actor Hrithik Roshan who has been riding its popular Karizma motorcycle as brand ambassador since 2000.

The move assumes significance at a time when the two-wheeler maker is in the midst of corporate tra­nsformation that includes a change in brand name, positioning and bra­nd buil­ding over the next few years.

The face behind the brand is being changed as the Munjals of Hero group are striving to hold on to their dominant position following the exit of their 26-year-old Japanese joint venture partner Honda Motor. “Ranbir fits the strategy as the company is targeting the youth with its products,” Surjit Arora, auto analyst at Prabhudas Liladher, said.“It will also help Hero group to strengthen its brand image, especially with the exit of Honda,” Arora added.

“Ranbir Kapoor is a good choice for the brand as he is young and popular — qualities that are very important for a bike brand. The association will help the brand connect with the masses,” said Harish Bijoor, CEO of Harish Bijoor Consults.

Hero Honda’s rural connection is also huge as it derives a big chunk of sales (42 per cent) from these markets. And nothing works better than a fresh face that also happens to be the new darling of the masses.

Hero Honda’s latest strategy seems skewed towards promoting independent brands like Splendor, Passion, Pleasure and Karizma ZMR. This is a marked change from its previous advertising focus on the entire portfolio and the company’s name being projected as the mother brand. The two-wheeler maker has already started building bikes without the Honda brand name, according to vendors.

Anirban Das Blah, MD and CEO at Kwan Entertainment and Marketing Solutions that manages Ranbir’s endorsement deals, did not deny the development but did not give out details of the Hero Honda deal. Ranbir already endorses brands like Nissan Motor’s Micra, PepsiCo and Panasonic. “Change in brand ambassador might just be the tip of the iceberg for some major branding strategy change at Hero Honda,” said Santosh Desai, CEO of Future Brands.