In late 2010, after 27 years of success, Hero MotoCorp and Honda announced their amicable separation and Hero Group took majority control of the company. After the split, each partner was free to act independently. In Hero’s case, this meant entering new markets like Latin America, Africa and South East Asia as well as building new lines of business beyond two-wheelers. In turn, this meant creating a new version of an Indian icon, preparing it for the world stage. Wolff Olins worked closely with Mr. Munjal, MD and CEO of Hero MotoCorp, and his senior team to create the new brand. One of the most obvious early conclusions was to use the name Hero alone but to change much of the rest of the identity. Mr. Munjal said "the new brand identity has been born out of our desire to break the shackles and realize our potential which was restricted by the nature of our JV with Honda.” The new brand will support the successful launch of Hero in international markets while further consolidating its leadership in India. Internally, the brand will guide (and hopefully inspire) employees and partners.

Hero MotoCorp Case Study