Hero MotoCorp has released a new TV commercial which rides on the mileage of its motorbikes.
A film created by Law & Kenneth shows different people gesturing through hand movement that they are ready to ride a bike - the left hand holds the handlebar, and the right accelerates, to the sound 'Vroom vroom'.
In the end, a man is seen repeating the same action, only this time he does it in a Hero showroom and on the prompt of the salesman. A voice over explains how India is ready to ride, thanks to the mileage Hero bikes offer.
Rahul Nangia, chief creative officer, Law & Kenneth India (West & South), said, "The brief for this campaign was to show how the mileage of Hero motorbikes is superior in every category. There's enough and more communication about how bikes let you go and discover new places; we wanted to capitalise on the mileage factor to promote Hero as a national brand and portray that the entire country rides on a Hero."
Nangia reminisced about the last mileage campaign for Hero, which was released over two decades ago. He said, "It was the 'Fill it, shut it, forget it' campaign that made Hero a memorable brand in that day and age. With this new campaign we wanted to create a movement without even using the bike. We wanted to portray how the signal of racing on the handlebar and the sound of 'Vroom vroom' are symbolic for Hero."
The campaign went on air on 16 June 2012, and would be on for six weeks.
Nangia recalled a few anecdotes from the shoot. He said, "The cast comprised of ordinary people, there wasn't a single professional actor among them. A couple of funny incidents happened while we were shooting. For instance, the laugh of the Bohri girls was not an enactment. They were actually laughing on something funny that happened on the set and we happened to be rolling the camera at that time. We liked the spontaneity in the shot and therefore used it in the final edit."
Client: Hero MotoCorp
Agency: Law & Kenneth
Creative: Rahul Nangia, Jonathan Dias
Client servicing: Debarjyo Nandi (vice president), Siddharth Kunkunakar (senior account executive)
Director: Shekhar Kamble
Production: Working-i Films, Law & Kenneth Films
Producer: Samir Tewari, Umesh H Patel
Music: Amartya Rawat (Bobo)
Post Production: Pixion
Media agency: Maxus