Friday, June 14, 2024
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UNLIKELY HERO FOR HERO MOTOCORP

India’s largest motorcycle manufacturer Hero MotoCorp has recruited has-been US golf star Tiger Woods as a brand ambassador to spearhead its planned export push into the European and US powered two-wheeler markets.

This rather odd tie-up with a sports personality who admits that he’s never actually ridden a bike reflects Indian domestic market promotional practice. At home, Hero and its competitors pay handsomely for famous cricketers and happy-clappy Bollywood movie stars to endorse their wares.

“Hero is going to ride the Tiger,” quipped Hero MotoCorp chief executive Pawan Munjal when the relationship was announced. “We have this target of making the brand a global brand. So what we need to do is partner and ride on another hugely successful global brand.”

Woods is not new to product endorsement but lost most of his big sponsors in this field — including General Motors and the Gatorade soft drinks brand — five years ago after being involved in an unwholesome sex scandal.

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