The new Hero MotoCorp TVC, ‘Unleashing the Hero within’, conceptualised by Draftfcb Ulka, takes the ‘Hum mein hai Hero’ insight further
BestMediaInfo Bureau | Delhi | October 31, 2102
In August 2011, Hero MotoCorp mesmerised the entire nation with an emotionally gripping communication announcing the launch of the new brand ‘Hero’ and giving the nation a new chant of self-belief – ‘Hum mein hai Hero’. A year down the line, Hero is now ready with another equally compelling communication in the spirit of this magical and powerful insight of “there’s a Hero within each one of us”. The latest television campaign, ‘Unleashing the Hero within’, was conceptualised by Draftfcb Ulka, and it went on-air at the beginning of this month.
While the ‘Hum mein hai Hero’ film was all about stoking people’s passion – a journey of emotions that led to hope and then self-belief, the new communication sees that emotion take a leap by amplifying that insight in the form of an action-packed blockbuster in an equally charming and endearing fashion.
The film portrays the story of a young man who finds action, adventure and romance all in one night as he takes on the challenges that come his way. Even in the face of insurmountable odds, the protagonist, played by Ranbir Kapoor, finds a way out, aided by the premium bikes from Hero’s stable while enjoying every moment of his incredible journey.
It’s a film of firsts: Ranbir Kapoor’s first appearance in a film for Hero, and his first ever performance in the role of an action hero.
His epic journey begins with an Xtreme, moves on to an Impulse, then to a Hunk, and finally, ends gloriously on a Karizma ZMR. The two-minute TVC was shot over a period of five days, starting in Mumbai and then moving to Budapest, Hungary. Directed by Ravi Udyawar of RU Productions, the film is sure to create a big buzz in the days to come and get etched in the memories of all who see it.
Sanjay Sharma, Group Creative Director, Draftfcb Ulka Delhi, said, “The brief to the agency was to launch Ranbir Kapoor as the new face of Hero using all four bikes from Hero’s premium range. We visualised this ad as an epic. An entertainment packed piece that reflects Hero’s optimism as a brand even in the face of challenges, each one of which is taken as an opportunity to go further than ever before. Because this is the attitude of today’s youth as well and it’s what connects the brand with its audience so seamlessly.”
Agency: Draftfcb Ulka
National Creative Director: KS Chakravarthy ‘Chax’
Group Creative Director: Sanjay Sharma
Creative Team: Abhijeet Ray, Bharat Sharma
COO, Delhi: Sanjay Tandon
Account Management: Sharad Mathur, Deepak Verma
Production House: RU Films
Director: Ravi Udyawar
Producer: Kalpana Udyawar, Ananya Purkayastha