Established in 1984 and based in India, Hero Honda has become the world's largest two wheeler manufacturer. Over the years, the company made inroads with its famous campaign 'Fill it - Shut it - Forget it' and also had grown to be ?World No.1' two wheeler company in terms of volumes. The case examines the multi-segment emotion-based positioning approach taken by Hero Honda that is different from that of the competition. The objective is to (a) evaluate the strengths and weakness of this approach in light of the competition's actions and positioning (b) suggest ways to maintain and improve Hero Honda's current position in the future given the growth of the market and the impending end of the joint venture agreement with Honda, Japan.