Promotional Strategies

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PROMOTIONAL STRATEGIES: Hero Honda TerraQuiz 2007

New Delhi, November 22, 2007: The Energy and Resources Institute (TERI) and Hero Honda Motors Ltd. , the world's largest two-wheeler manufacturer, in association with the Ministry of Environment & Forests (MoEF), today announced the winners of the 9th TerraQuiz 2007 , a one-of-its-kind international inter-school environment quiz competition. In a keenly contested competition among 32 schools, both from India and abroad, Moiz Bohra and Sreelakshmy Koonath from Al Khor International School, Doha , came up as winners and were crowned the "Hero Honda Green Ambassadors" for 2007-08. The title confers upon the winners a responsibility to undertake initiatives to broaden and strengthen awareness on environmental issues among fellow students. Close contenders were Delhi Public School, Bokaro, Smt. Sulochana Devi Singhania School, Thane and Indian High School, Dubai, which emerged as the first, second and third runners up respectively. The TerraQuiz 2007 is a culmination of India 's only environmental examination, the GREEN Olympiad. This year, the GREEN Olympiad witnessed participation from over 80,000 schoolchildren, from 1400 plus schools from across the country and from Indian schools in the Middle East and South East Asia. Extending his congratulations to the winners, Mr. Pawan Munjal, Managing Director and CEO, Hero Honda Motors Ltd . said, "We wish the Hero Honda Green Ambassadors all the best in their efforts to carry the message of environmental awareness among fellow students. We believe in the potential of this project to help spread environmental awareness amongst the next generation and are delighted to partner with TERI on this initiative. It is indeed a laudable endeavour which, over the years, has continued to encourage children, teachers and parents to join hands for a cleaner, greener future". Speaking on the occasion, Dr R K Pachauri, Director-General, TERI , said, "Hero Honda has been our partner for the Green Olympiad since its inception. This programme has an enormous potential for transforming Indian society towards greater environmental consciousness and support for sustainable development. It is really the children of today who would be the leaders

of tomorrow, and in their role as the 'Hero Honda Green Ambassadors', they can be major agents of change for a sustainable future." The TerraQuiz this year was a combination of fun, entertainment and interactive programs for the school children. In keeping with the tradition of having a popular television personality to host the show - the anchor for TerraQuiz 2007 was Manpreet Brar, a well-known TV personality, Model and Former Miss India. Mr. R Mehta, Advisor, MoEF while congratulating the winners was confident that India , through such initiatives, would positively have a well-informed and a 'Better Tomorrow' for our future generations. 'MTV Hero Honda Roadies' 5.0 Goes International

The Game Gets Nastier. No Surprises This Year.Only Shocks! Play up your dark side in the unknown terrains of Thailand & Malaysia on the mean machine!!

Three countries, foreign languages, unknown cultures & twisted people - 'MTV Hero Honda Roadies' 5.0 is here and it's bigger and nastier. This year, MTV Hero Honda Roadies 5.0, India 's longest running and most popular adventure-reality show, is going to take you through the unpredictable terrains of Thailand & Malaysia .

'MTV Hero Honda Roadies' is back for the 5 th consecutive season. If being mean, unfair and vindictive comes easy to you then push your way to the front of the line for the chance to travel the world on a mean machine - Hero Honda Karizma! This year the show will follow 6 girls and 7 boys as they battle their way through the India leg of the journey from Goa to Chennai and if they survive, through the International leg from Bangkok to Kuala Lumpur ! But remember there are no free tickets - if you thought last year was full of surprises, get ready to be shocked this year. Says Sandeep Dahiya, Associate Vice President, Communications and Corporate Affairs, MTV Networks India, " MTV Hero Honda Roadies has been the longest running adventure reality series on Indian television and among the only ones that has grown in popularity, scale and viewership over previous seasons." In order to make it to the show, contenders will have to undergo and pass auditions in any of the five cities - Kolkata (October 12 th ), Chandigarh (16 th October), Delhi (19 th October), Jaipur (23 rd October) and Mumbai (28 th October) where their wits, guts and attitude will be put to the test by none other than one of the most popular MTV VJs Nikhil Chinappa and the most-hated Indian judge Raghu Ram.If you thought Raghu was just mean before..you might be shaking to find out that the game has changed and that his middle name now starts with an R and ends with an E for plain RUDE! Talking about the 5th season, Mr. Anil Dua, Sr. Vice President- Sales & Marketing, Hero Honda, adds, "We are glad to partner with MTV once again and take this unique concept to another level. MTV Hero Honda Roadies 5.0 is going to be the ultimate test of endurance for the Roadies finalists, of course on their Hero Honda's Karizma. MTV Hero Honda Roadies provides us the ideal platform to put Karizma through grueling terrains, harsh weather conditions and most importantly impatient riders.And every time Karizma can be seen proud & upright, next to the last man/woman standing." Talking of his expectations from this year's contestants, Raghu Ram , judge & dictator, MTV Hero Honda Roadies, says, "I am looking for people, who have an insatiable appetite for winning and at the same time.who've got guts to stand their ground and endure whatever comes their way. So, if you do not possess any of these.please stay at home and do not waste my time." MTV Hero Honda Roadies made its entry in 2003 as India 's first adventure-reality show that tested the mettle of a young group traveling cross country on bikes, by exposing them to grueling situations, harsh conditions and tough competition! This one-of-a-kind adventure-reality show went on in subsequent seasons to evolve into a true adrenalin junkie's dream-come-true. Since the 1 st season many finalists of MTV Hero Honda Roadies have found fame & fortune in the entertainment world for just being..well.'mean' - from Rannvijay, who is now one of MTV's most popular VJs to Ayushman Khurana, a well known RJ on Big FM, tough Shubhi Mehta who starred in blockbuster movie 'Chak De' and the girl who no one liked - Bani, who made her debut in Bollywood with Himesh Reshamiya's 'Aap Ka Suroor'.

So.get ready for MTV Hero Honda Roadies 5.0 auditions in your city ... Raghu RUDE Ram & Nikhil Chinappa are sharpening their claws & you better be filing your fangs to bare at the auditions.as you might just get that one in a million chance to travel the world to show everyone.just how far you are willing to go! Being the only reality show on Indian television that has shown consistent increase in popularity as well as ratings year on year, 'MTV Hero Honda Roadies' 4 showed an astounding 230% increase in ratings over the previous year, and made MTV the most watched channel, in that 1 hour duration, towards the final episodes, beating even the general entertainment channels. More than mere TV ratings, the popularity of Roadies has spawned an underground cult resulting in over 1,50,000 people forming Roadies communities across various social-networking sites, scrapping & dissecting each episode and each Roadie. Last year, MTV Gear (MTV India's clothing & accessories business) also launched Roadies Cargoes (pants with too many pockets) for both men & women. The cult of Roadies also extended into music, with the launch of 'Roadies' theme song by 'Agnee', one of India's well known rock bands. For more information, sms "ROADIES" to 56882 or log on to www.mtvindia.com.

HERO HONDA SA RE GA MA PA

Hero Honda Sa re Ga Ma Pa Challenge 2005 is a reality show that promises to go beyond just the participants. It is a contest between the four Mentors themselves! The epitomes of the music industry and the four mentors - Adesh Shrivastav, JatinLalit, Himesh Reshammiya and Ismail Darbar will come together only to battle against one another in a bid to make their team win the title of the Hero Honda Sa Re Ga Ma Pa Challenge 2005. CAMPUS ROCK IDOLS 07

Hero Honda Motorola Campus Rock Idols, Indias largest inter-college rock music competition is all set for the forth edition. The annual independent competition Campus Rock Idols for amateur bands at the campus level, in this third consecutive year, offers an ultimate experience for bands to perform on a professional, technical and evolved production offering. DNA and Sports Media Pvt Ltd are the organizers and event managers of Campus Rock Idols which debuted in 2004 is already Indias biggest annual independent college music festival/completion. CRI covers multiple cities and on an average involves 300 colleges and 275 bands in a two-three month rock music extravaganza. Campus Rock Idols 07 will be held across India in 10 cities over a 2-month period, commencing from October 27 2007, and culminating on December 2, 2007 with a grand finale in Delhi. Hero Honda, keeping in mind the appeal of music with the youth continues to communicate their brands through this unique initiative. The regional events will commence in October 2007 in Indore, Hyderabad, Delhi, Manipal, Ahmedabad, Bangalore, Shillong, Kolkata and Pune respectively. Bangalore, Hyderabad, Manipal form the South Zone for the music fest. In the West Zone, the regional events will take place in Pune and Ahmedabad. Jaipur, Delhi and Chandigarh form the three cities in the North Zone. In the East Zone, the

regional events will be in Calcutta and Shillong. On completion of the regi