August 4, 2014: Hero MotoCorp which has been using the punch line ‘Why should boys have all the fun’ for its Hero Pleasure brand of scooters has released a new TVC with the current heart throb of Bollywood Alia Bhatt. The new ad conceptualised by FCB Ulka has been shot in the picturesque hill town of Kulu Manali and is targeted towards young women. Earlier Hero MotoCorp used to have the same theme but featured Priyanka Chopra as the brand ambassador.
Accord to Sanjay Tandon, COO, FCB Ulka Delhi, “Pleasure is a brand which has been able to consistently foster a connect with young Indian girls by challenging paradigms and standing for issues which are relevant to their life. To further reinforce the positioning success of the brand, the current round of communication transcends functional mobility; where scooters for girls are generally positioned as a means to an end, the brand decided to go beyond and make the means the end.”
The aim of the new TVC is also to break the gender stereotypes in the Indian society of women not able to go and freak out as men do. Sharad Mathur, vice president, FCB Ulka, Delhi, added, “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 ad shows Alia Bhatt riding a Hero Pleasure through the mountains with a soundtrack in a rap dialogue format. The music has played an eternal part in the TVC and rap has been used in the same. About the use of the rap, Vasudha Misra, senior creative director, FCB Ulka Delhi was quoted as saying, “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.”
The TVC shows Alia riding through scenic locations and enjoying the ride. The different features of Hero Pleasure are shown in the ad which includes the drive quality, mobile charging facility etc. In the end Alia reaches home and her mother is seen asking her where she had been and she replies, ‘Mausam ka haal lene‘. The film ends with Bhatt saying, ”Why should boys have all the fun?”
The current advertisement highlights functional mobility of the scooter for girls and reinforces the positioning of the same. Since Alia Bhatt is a fresh face who has been tasting success in Bollywood one after the other by giving back to back hits, the company feels that the actress would match the brand personality.
New ad of Hero Pleasure featuring Alia Bhatt & created by FCB Ulka
[youtube height=”HEIGHT” width=”WIDTH”]https://www.youtube.com/watch?v=tg7th8FTj6Y[/youtube]