A dash of optimism for the planet
Hero MotoCorp, the world’s largest motorcycle maker, one of the last brands in India to enter the electric mobility space. There were several smaller brands that had already launched their electric scooters while the world waited with bated breath for Hero’s offer. Hero, on its part, had big global ambitions and approached us to create a brand that would be at home as much in Rome, as it was in Rajkot.
Hero’s target customer (who we defined as “inheritors of the planet” instead of assigning a demographic definition to them) were seized of the issue of climate change and the effect it was having on their lives. Coupled with Hero’s global ambitions, this presented an opportunity to create a world-changing brand that was almost activist in its approach.
We realised that the bigger opportunity lay in creating a brand that would make a real difference to planet. To create a brand that would step in and act, where governments had failed. As the world’s largest two-wheeler maker, Hero was ideally placed to drive the change.
We set out to create a brand that walked the talk and gave a generation of youngsters the means to drive the change towards a cleaner planet. This was reflected in the brand purpose – To Build Conscious Mobility for the Planet.
The name, Vida (“Life” in Spanish) encapsulated this thought. Given the scale and ambition, we recommended that Vida be built as a separate Masterbrand instead of a sub-brand of Hero.
We created a brand that was positive, accessible, joyful and warm while being energetic, passionate, exciting and courageous. ‘Optimism in Motion’ then, became the metaphor on which the visual identity, look and feel was created.
Since its launch in late 2022, Vida has seen a record number of pre-bookings. It quickly scaled up its network of experience centers and is fast catching up to its rightful position of the world’s leading electric mobility brand.