Hero Honda ropes in Law & Kenneth for brand positioning

Law and Kenneth has been mandated to bring alive the positioning of the new brand, and evolve an impactful 360 degree campaign to communicate the same

New Delhi: India’s largest two-wheeler maker Hero Honda Motors Ltd (HHML) on Sunday said it has roped Law & Kenneth (L& K) as a creative partner to launch and establish a new brand for the company after Honda’s exit.

Law & Kenneth (L& K), an independent brand communications firm, has been mandated to devise the new brand positioning of the company.

“Law and Kenneth has been mandated to bring alive the positioning of the new brand, and evolve an impactful 360 degree campaign to communicate the same,” HHML Senior VP (Marketing & Sales), Hero Honda Motors Ltd Anil Dua said in a statement.

L& K’s appointment follows the hiring of international brand and innovation specialist, Wolff Olins by HHML to work on its new brand identity.

“Wolff Olins and Law & Kenneth will work closely together to ensure that there is seamless transition between the strategic thought behind the new identity and the new brand campaign,” Dua added.

Commenting on its appointment as a creative partner, Law & Kenneth chairman Praveen Kenneth said: “This is a once-in-a -lifetime opportunity for any creative agency and we feel really privileged to be the chosen one.”

Hero Honda has embarked on the journey to acquire a new brand name post the two joint venture partners of HHML- Hero Group of India and Honda Motor Co of Japan - deciding to part ways in December last year.

The Munjals-promoted Hero Group had agreed to buy out Honda’s 26% stake in HHML for Rs. 3,841.83 crore.

As per an agreement signed between the two erstwhile partners, Hero can use the Honda brand till 2014, but it is understood that the Indian group wants to acquire a new identify of its own at the earliest in order to maintain its leadership position.

Hero Group and Honda had signed a new licencing agreement in March under which the Indian firm will pay its Japanese counterpart ¥45 billion (about Rs. 2,450 crore) till 2014.