Campaign India Team
Jul 30, 2014

Hero Pleasure takes Alia Bhatt on a joyride, reiterates ‘Why should boys have all the fun’ stance

Watch the ad film conceptualised by FCB Ulka here

Hero MotoCorp has released a TVC for the brand's scooter, Hero Pleasure. The film features actor Alia Bhatt reiterating the brand’s message ‘Why should boys have all the fun’, taking over from peer Priyanka Chopra. The ad film targeting young women has been conceptualised by FCB Ulka.
 
Shot in a picturesque hill town (Kulu Manali), the film features Bhatt riding a Hero Pleasure through rain and sun. An accompanying soundtrack, in a rap-dialogue format, underlines the message of girls having fun. She rides through scenic locales, smooth roads, bends and rough terrain, at one point making off with an apple from a tractor, and playing a prank on a young man trying to hitch a ride at another. Features of the bike are highlighted at different points in the film. After charging her phone from her scooter next to a dhaba while listening to music, and resting on the bike next to a lake, she finally reaches home, exhilarated. When her mother asks her where she had been, she replies nonchalantly, 'Mausam ka haal lene' (to check on the weather). The film ends with Bhatt saying, ''Why should boys have all the fun?”
 
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.”
 
Sanjay Tandon, COO, FCB Ulka Delhi, said, “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. A ride so enjoyable that it becomes the destination itself and is a good enough reason to go on a ride. And just like boys, even girls don’t need a reason to step out. And with Alia Bhatt as the fresh face for the brand, the versatile young actress matches the brand’s personality. With her charisma, vivacity, and with the all new Hero Pleasure on her side, she is all set to tell the world ‘Why should boys have all the fun?”’
 
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. Hero Pleasure is the scooter of the young confident girl of today who believes in fun, mischief and independence. And Alia Bhatt, the youth icon, captures this attitude perfectly. Her charm, vibrancy and naughty but nice image brings alive the proposition of the brand – Why should boys have all the fun?”
 
Credits
 

Client: Hero MotoCorp

Agency: FCB-Ulka

National creative director: KS Chakravarthy

COO: Sanjay Tandon

VP: Sharad Mathur

Senior creative director: Vasudha Misra

Account management: Akshay Sharma, Rohit Ahuja, Naman Mittal,Saquib Khan  

Creative team: Deepika Chauhan, S Srinath, Nakul Sarin, HarshShinde, Robin Thomas, Arjun

Account Planning: AnirbanChaudhri, Sanghamitra Dutta

Films: Alpa Jobalia, Mazhar Khan

Production house: Bootpolissh Films

Director: Siddharth Sikand

Executive producer: AshitGhelani

Producer: Amrita Mahindroo

 

Source:
Campaign India

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