Hero has rolled out a new campaign for its Hero Maestro scooter, pitching it as ‘Such a boy thing’. The campaign created by Draftfcb-Ulka went on air on 8 October. The TV campaign is supported by print, outdoor and digital legs.
The ad film features Ranbir Kapoor picking up his visibly unhappy girlfriend and setting off on his Hero Maestro. She istense about their future and tells Ranbir that she is not comfortable. He playfully shifts the conversation to his scooter and says the seats are indeed quite comfortable. Annoyed, the girl tells him that she’s serious, and asks for how long will this goon, referring to their relationship status. Ranbir again answers with reference to the Maestro, saying it will go far, with its ‘superb mileage’. Along the ride, supers ‘Comfortable Seating’, ‘Masculine Styling’, ‘Digital Meter Console’, ‘Combined Braking System’ highlight features of the scooter. When they stop, she tells him, “Just look at you. Kabhi toh serious ho jao (Get serious).” He straightens a rolled up denim leg and says with a serious face, “Marry me.” Asked if he is serious, he nods a ‘yes’ before ceding that he isn’t. She smiles at his antics and the two head into the event they have come to attend.The voice over concludes by saying “Boys ki life and Maestro ki ride; easy hai” (Boys’ life and Maestro’s ride; it’s easy).A super accompanies the voice over to sign off saying, ‘Maestro. Such a boy thing’.
Sanjay Sharma, group creative director, Draftfcb-Ulka, Delhi, said, “We wanted to bring out the ‘boyish’ attitude which Maestro stands for in a way that is relevant to the contemporary society. It’s a new dimension – a light hearted take on the way future is dear to the girls and present to the boys.”
Sanjay Tandon, COO, Draftfcb-Ulka, Delhi, explained that the Maestro is a brand built around boyish idiosyncrasies, and said, “To further reinforce the positioning success of the brand, Ranbir exudes his boyish charm through a typical ‘Men are from Mars. Women are from Venus.’ storyline.”
Sharad Mathur, VP, Draftfcb-Ulka, Delhi, added, “The aim was to play up the ‘boyish’ attitude through the product as well as in a setting which most of the youngsters can easily relate to. Ranbir effortlessly exudes a playful boyish charm which along with the music and setting brings out Maestro’s attitude and its celebration of boyhood.”
Client: Hero MotoCorp
National creative director: KS Chakravarthy
Creative team: Sanjay Sharma, Bharat Sharma, Abhijeet Ray
Account management: Sanjay Tandon, Sharad Mathur, Akshay Sharma, Swati Singh, Nishant Jayaswal
Films: Alpa Jobalia, Stanley Christian, Sukirth Rao
Production house: The Big Picture Company
Director: Sabal Shekhawat
Producer: Rakesh Dubey