Hero MotoCorp has launched a new campaign for its 100cc scooter, Pleasure. The commercial speaks to young women and features the new face of the brand, Bollywood actor Alia Bhatt. FCB Ulka has created the ad, which takes forward Hero Pleasure's 'why should boys have all the fun?' positioning.
Speaking about the campaign, Sharad Mathur, vice president, FCB Ulka Delhi, said, "The TVC is aimed at breaking the stereotypes in the Indian society about girls not able to go out and live life as boys do. The communication showcases the protagonist enjoying the thrill of riding the all the new Hero Pleasure, lending credence to the brand philosophy that the young girl of today can go out and have fun just the way she wants and how she wants."
The TVC portrays Alia enjoying a fun-filled ride with the Pleasure in picturesque locales of Kulu Manali, as she breaks conventions and stereotypes one by one, which has been captured in a rap song. The song is sung by a girl and boy; the boy is a little sexist and tries telling the girl she should be doing things typical to women. On her part, the girl breaks all conventions in her retorts, declaring that she is out to have fun on her Hero Pleasure.
Watch the film here:
Vasudha Misra, senior creative director, FCB Ulka Delhi, said, "Hero Pleasure is all about putting girls on an even keel with boys. From being a vehicle that helps women 'go places' we wanted to evolve it into a vehicle of pleasure.Hence, the idea of why should guys be the only ones to ride purely for the fun of it. Also, the role of music was extremely important in the concept. Indian rap has, fairly or unfairly, got a misogynistic image. So we purposely used rap, and a light-hearted banter between a guy and girl, to drive home to message."
Updated Date: Jul 31, 2014 18:06 PM