MUMBAI: Hero MotoCorp has rolled out its Independence Day campaign with its third edition of #HeroSalutes. The campaign has been conceptualised by Law & Kenneth Saatchi & Saatchi and has been on-air from 11 August.

#HeroSalutes is an attempt to bring the nation’s attention to the real heroes of the nation who are with the armed forces be it the army, navy or airforce. While last year, #HeroSalutes urged the nation to show respect and regard to our nation’s soldiers at all times at all places by saluting them, this year Hero has extended the sentiment to their families, the heroes behind the heroes. Families who miss out on their loved ones because they are away serving the country. And their absence becomes more evident on special occassions where they are missed most like the opening story of the film; a young boy who is missing his father at a football match while he notices all other fathers of his team-mates cheering for them on the field.

Law & Kenneth Saatchi & Saatchi joint national creative director Rahul Nangia added, “How does a child, whose parent is away serving in the armed forces make sense of their absence? That’s heroism too!”

While the film peaked on-air on 15 August, and screened in theatres, the campaign also had full page print ads in leading national dailies on 15 August as well and was supported with digital engagement on social media with unprecedented views and likes.