Interbrand Creates VIDA – A Global Changemaker Brand For Hero MotoCorp


Over a year back, while the market, as also the world, was witnessing a rather hurried scramble of OEM and start-ups alike throwing their hats in the EV ring; the world’s largest 2-wheeler maker Hero MotoCorp was maturely contemplating moves befitting its stature. Moves which will create a real difference and be the pivot for its vision to lead the future of mobility. The World’s and India’s leading brand consultancy, Interbrand was appointed to work together with the leadership team, and the global advisors.

Interbrand New York and Mumbai teams worked from a governing idea that conscious mobility cannot be effective unless it is adopted at scale. This scale adoption in turn needed someone with a global footprint and leadership. A brand that could go beyond the political and scientific conversations and begin engagement with the public at large, and the inheritors of tomorrow. This is where the scale of Hero Moto made it the best placed brand in the world for the job.

Speaking about the passionate year-long work to create the new Brand, Mr. William Woduschegg, Executive Director – Interbrand New York, says, “The most meaningful work is work that inspires and creates a positive impact on everyone and everything. Vida not only provided us with the opportunity to be part of something bigger and better but to contribute to progress in the relentless effort to save our planet. Partnering with Hero MotoCorp and making an Iconic Move by building a global EV brand with experiences that motivate and captivate a generation that wants to make a difference was simply amazing.”

The global remit for the brand became compelling as the team began to converge around the notion of VIDA as a purposeful brand that aims to democratise conscious mobility for the greater good of the planet.

Once this purpose became the business north star, it had to have a status beyond being just another model or range within the Hero Moto portfolio. Since it had an ambition larger and nobler than the traditional mobility brands, it was decided to architect the new brand as a standalone entity with cultural autonomy – another first for EV brands being born out of traditional auto majors.

“The Brand Purpose is built on a simple insight – that sustainability needs to be universal to be effective, not a niche play of the developed nations alone. For the planet to really escape the scourge of climate change, the whole world needs to be included in the transition to a conscious mobility ecosystem. Vida has focused on a rigorous development of the ecosystem beyond products. We believe this is the best time for Indian brands to deploy purpose at scale. A time to leverage our manufacturing capacities backed by world-leading technology and brave brands unafraid to lead. Brands that are not content with merely amassing large volumes in the tier-2 value markets but are determined at playing and winning at the global centre stage”, says Ashish Mishra, CEO India, and South Asia, Interbrand.

After leading some of the most iconic branding jobs of the country in the last decade including Jio, Godrej, Britannia, Infosys, Mahindra, Nerolac; Interbrand has added two next generation icons to its list in the new decade – SWITCH Mobility – making news as the iconic Mumbai double decker’s new electric avatar; and now VIDA – the future of mobility for Hero Moto Corp.

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