Campaign India Team
Mar 21, 2013

Hero Pleasure asks 'Why should girls not have fun at night?

Watch the ad film created by Draftfcb-Ulka

Hero MotoCorp has launched a campaign for its scooter brand Pleasure with ambassador Priyanka Chopra. The film created by Draftfcb-Ulka builds on the brand's positioning of 'Why should boys have all the fun?' and went on air on 5 March.

The TVC opens with a young male neighbour seeing her on the scooter, saying her father (Hitler Uncle) won't be happy with her coming back so late. She replies that she is not returning home but on her way out. She says, “Raat Ke Fun Par Break Kyun?” and rides away on her Hero Pleasure. She is soon joined by many other women bikers and they cruise the streets. The TVC highlights the features of the scooter such as – ‘Power Start,’ ‘Stunning Console’ and so on. In the end, Chopra is seen dancing at a party with her father. There, Chopra spots a lady walking angrily and she tells the young man (her neighbour), “Mere Papa toh khush hai par tumhari mummy Hitler hui jaa rahi hain.” The woman then holds him by the ear and drags him with her. Seeing this, Chopra gives a high five to her father and signs off with “Why should boys have all the fun?”

Shiveshwar Raj Singh, group creative director, Draftfcb-Ulka Delhi, said, “Every successive Hero Pleasure campaign raises newer and timely issues dealing with gender bias that is inherent in the brand’s tagline “Why should boys have all the fun?” And it is done in a way that moves the needle forward both in thought as well as execution. So while the issue of night time spelling curfew time for girls is a relevant and topical issue, we needed to communicate it in the brand’s signature voice which is light and easy. Of course in execution terms it was the first all night TVC for Hero and we had to ensure that the scooter looked stunning. We had to bring out the joy of a night out for the girls complete with parental sanction.”

Sharad Mathur, vice president, Draftfcb-Ulka Delhi, said, “The brand has been consistently standing for the emancipation of young women in India. The brand has been progressing by raising relevant social issues that bog women down while portraying them in a light hearted manner. Time and again, it has questioned the status quo and has asked the girls to not compromise on certain things just because they do not fit in the current definitions of how they should or should not live their lives. With the current film, we have tried to highlight the point that the day does not end for girls just because the sun has set. We also have shown the family involvement because it’s imperative for the parents to embrace these wonderful changes and the whole society to evolve while the girls zoom ahead on Hero Pleasure.”

Credits: 

Client:Hero MotoCorp
Creative agency:Draftfcb Ulka
National creative director:KS Chakravarthy
Creative team: Shiveshwar Raj Singh, AnuragBhalla, MukeshSablania, Bhumika Singh
Account management:Sanjay Tandon, Sharad Mathur, Akshay Sharma, Swati Singh, Nishant Jayaswal
Account Planning:Nikita Kohli
Films: Alpa Jobalia, Stanley Christian
Production House:Cutting Edge Pictures
Director: Habib Faisal
Producer: Billoo Sandhu

Source:
Campaign India

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