SS Rajamouli's lens turns scooter launch into screen spectacle

Built on the idea of ‘Hero ka Scooter, Scooter ka Hero’ (A scooter’s hero, a hero’s scooter), the Hero MotoCorp has unveiled its high-octane campaign for the new Hero Destini 125. Directed by ad filmmaker Arun Gopalan, the TVC celebrates the essence of a true hero in the scooter segment, highlighting its reliability, strength, and authenticity.

To bring this vision alive, Hero MotoCorp collaborated with SS Rajamouli, who is known for his grand cinematic narratives and iconic on-screen heroes. Rajamouli’s larger-than-life style adds unmatched cultural resonance and credibility, making him the ideal face for this campaign.

“The Destini 125 brings together style, performance, and convenience, making it a natural choice for today’s riders. Our collaboration with S.S. Rajamouli, a legendary filmmaker known for creating iconic, larger-than-life stories, has enabled us to showcase this scooter with the grandeur and impact it deserves. ‘Hero ka Scooter, Scooter ka Hero’ campaign not only showcases the strengths of the Destini 125 but also underpins Hero’s role as the trusted brand of choice for millions of customers,” said Aashish Midha, head of marketing, Hero MotoCorp India.

The Destini 125 is positioned naturally within this narrative, backed by first-in-segment features such as all-new Retro Chrome Styling, a large floorboard for added convenience, bigger alloy wheels for stability, best-in-class 59 km/l mileage, advanced auto-cancel winkers, and an LED projector headlight with DRL. The company claimed that these innovations blend style, comfort, mileage, and convenience, showcasing why the Destini 125 is the true hero in its category.

“With Hero Destini 125, our idea was to present it as a true ‘Hero’ in itself. So, we imagined it through the scale and drama of an S.S. Rajamouli vision — where spectacle meets pride. The grandeur isn’t just for effect; it’s about celebrating the larger-than-life confidence the scooter gives its riders, creating a narrative that elevates both the scooter and the brand to an iconic stature,” says Prasoon Joshi, chairman APAC, CEO and chief creative officer at McCann Worldgroup India

Campaign’s take: The mention of SS Rajamouli usually summons visions of myth, might, and cinematic excess. With Baahubali’s rumoured return to theatres and a teaser already fuelling social chatter, the director’s cultural currency feels particularly potent.

Against this backdrop, Rajamouli lends his signature spectacle to Hero MotoCorp’s launch of the Destini 125. This premium scooter is introduced with the drama of a futuristic yantra, engineered to take on all that the road, and life, throws at it.

The film unfurls like an action set piece. Tyres glide over rough terrain, its sleek form deflects challenges, and the generous legroom offers composure amid the chaos. The script is clear: the Destini 125 isn’t merely a ride, but the hero of its own saga.

By infusing Rajamouli’s blockbuster bravado, the campaign reframes how scooters — often marketed through practicality tropes — can be narrated. Here, performance and design are dramatised, not just demonstrated.

It’s a deliberate push into the premium two-wheeler lane, designed to spark conversations and align with the sensibilities of an aspirational audience that wants style to complement substance. For a category crowded with mileage claims, the arrival of the Destini 125 proves that storytelling, too, can shift gears.