Hero MotoCorp, the country’s largest selling two-wheeler maker, every month they sell more than half a million two-wheelers in India alone. However, despite not having a youth-centric product portfolio, they have managed to be the most viewed auto brand online in India. Car makers and bike makers are increasingly heading towards the online platform in their attempt to connect with the youth, and Hero’s topping the list is a commendable job.
The survey conducted by Vidooly, a video intelligence company, included 13 car brands and 6 two wheeler brands. The latter encompassed Suzuki, TVS, Yamaha, Honda, Bajaj and Hero. Hero’s monthly views stood at 13 lakh, across all social media platforms. The next ranked brand, Audi stood at a mere 5.24 lakh views per month.
The main aim for manufacturers to concentrate on digital marketing has been the strong attention held by these channels by the youth. Now would you buy a Splendor after watching a video about it online? That’s where Hero has played the master shot. Most of their promotional videos are based on brand building and CSR. Yes, there have been strange ads too (remember the 2014 Karizma on ice :D), but their recent one on responsible riding brought a lasting influence on many. A perfect way to transfer the message as well as promote their products.
The study also revealed that YouTube is the biggest platform for automakers to promote their brand, followed by Facebook, Twitter and Instagram.
This transition phase is one of the most difficult times for Hero and this litmus test will prove a lot. Can Hero do it? Will social media help in more Splendors to be sold? Or will they finally change their focus on the youth and bring their enthusiast friendly products? While they may have showcased a lot of interesting products at the last few Expos, little has materialised into reality. What say guys? Where do you want Hero to swim now?