FCB Ulka conceptualises Hero Pleasure's new TVC with Alia Bhatt

Hero MotoCorp has once again captured the imagination of young women with its latest TV commercial for the all new Pleasure, the 100cc, light and zippy scooter. The commercial has been conceptualized by FCB Ulka, and it features the new sensation Alia Bhatt.

Hero had led the way a few years back to establish the scooter category for women with the Pleasure and it has managed to carry forward its strength consistently through thought provoking advertising over the years.

And this new TVC is no different. The women’s scooter category has grown from scratch to a significant size and Hero Pleasure has stood out as the leader in the category all these years. Hero Pleasure as a brand was built by defying the age old tenets of society that believed in defining rules on how women should live their lives. Hero Pleasure therefore is seen as a liberator of sorts that stood for questioning those archaic stereotypical and chauvinistic mindsets that believed that women don’t have the right to have fun the way they want.

The ‘Why should boys have all the fun’ platform with this new campaign takes a leap further where the scooter is not just a commute or enabler of fun but it is the fun. The tvc comes from the thought when it comes to enjoying the thrill of riding, why should boys have all the fun.

Alia Bhatt is the new face of the brand and the new TVC portrays her in her fun loving, confident, adventurous avatar which matches with the personality of the scooter as well. The TVC shows her enjoying her time with her partner, the pleasure scooter in the lovely locales of Kulu Manali.

The breaking of conventions and stereotypical thinking also has been treated differently this time. Instead of visually depicting the same it has been captured in the song of the film which is in ‘rap style.’ Its tonality is fun and casual. The lyrics involve a guy and a girl singing. The guy, a little sexist tries to tell the girl what she should be doing. While the girl in retort tries to break away from conventions, declaring that she is out to have fun on her Hero Pleasure. Enjoying the scooter ride, she tells the boy to go take a hike.

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, said, “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?”