Hero Motocorp has released an ad film for its 125 cc offering Glamour, targeted at youngsters in the 20 to 30-year age group.
Created by JWT, the film titled 'Nain matakka' shows girls in different situations aspiring to occupy the backseat of Hero Glamour bike believing that it (the bike) will take them into their dreamland. Be it a girl reading a newspaper inside her car, waiting at the traffic signal; a girl shopping at a flower shop or fashion models; the bike's backseat catches everyone's fancy and transports them to their dream destinations like Kashmir or Jaisalmer.
Hitesh Jain, creative director, JWT India, said, "The brief was to promote the bike amongst the youngsters and promise them something interesting in a bike which already has a lot of competition in the market."
Jain wrote the script and the song of the film. The idea was to lure women toward the bike and thus make it aspirational for men in the target group, to acquire a Hero Glamour.
The film was shot over a period of 15 days in Mumbai, Pune, Kashmir and Jaisalmer. "We realised that nobody had done a shoot in Jaisalmer in a very long time. On our second day in the city, we read about our shoot in a local newspaper with a headline, 'Jaisalmer mein hui rangon ki baarish'," said Jain. The post-production took 10 days.
Client: Hero Motocorp
Agency: JWT India
Chief creative officer: Bobby Pawar
National creative director: Swati Bhattacharya
Planner: Shubhrojyoti Roy, Siddhant Lahiri
Senior creative director: Hitesh Jain
Copy writer: Hitesh Jain
Art director: Amol Dahanukar
Account management: Rohit Sharma, Allan Saugat, Joy Chauhan
Production house: Kiss Films
Director, director of photography: Shikha, Param
Kiss Films team: Sana Ahmed, Srikanth Iyer, Maulik Sharma
First assistant director: Deepak Magoo
Second assistant director: Kritika Shekhar
Music director: Sneha Khanwalkar
Singers: Aditi Singh Sharma, Saumya Rao
Sound engineer: Annu, Shankh Studio
Line producer: Salim Javed
Costumes: Meisha, Reena, Ruchika
Picture post: Pixion