Hero Honda launched a three-minute video with icons from Bollywood, cricketers and an Olympic medal winner to celebrate its silver jubilee. The Bollywood stars are Hrithik Roshan and Priyanka Chopra, while cricketers include Virender Sehwag, Irfan Pathan, Suresh Raina, Gautam Gambhir and Ishant Sharma.
The Olympian is ace shooter and 2004 Athens Olympics silver medallist Rajyavardhan Rathore.
Music for the video is aimed at youth and has been done by Ranjit Barrot and is complemented by the voices of Shankar Mahadevan, Sukhwinder Singh and Shreya Ghoshal, making a perfect blend of sufi and rock.
The music video was shot over two months and at various locations such as Mumbai, Jaipur and Kuala Lumpur.
Hero Honda is synonmous with the 'Fill It, Shut It, Forget It' copy which emphasised its fuel efficiency. However, the company decided to have brand ambassadors.
Hero Honda senior vice-president (sales and marketing) Anil Dua says, ''The idea is to celebrate this milestone in our journey retaining the brand's core values but present these in a youthful manner.''
Titled ''Hero Honda Dhak Dhak Go'', the three-minute long video has been conceptualised by FCB Ulka. The brief to the agency was to create a connection with the youth, the main customers of Hero Honda.
Besides the music video, the company is also planning branding initiatives to celebrate its silver jubilee. The mediums used would be print, outdoor as well a few on the ground activities.