Draftfcb Ulka has created the new campaign titled ‘The Dark Night’ with Priyanla Chopra and extends the brand tagline of ‘Why should boys have all the fun?’
BestMediaInfo Bureau | Delhi | March 12, 2013
Hero Pleasure, the 100cc light and zippy scooter, has been exclusively designed for and targeted at young girls. The brand, which has consistently positioned itself for the emancipation of young girls in India, has now gone a step forward with a new campaign where it has taken a stand against the common perception that night time is not safe for girls. The new campaign plays on the iconic brand slogan of Pleasure – ‘Why should boys have all the fun?’ – but with a twist. It leverages the deep-rooted insight that while boys get to live life whether in the day or at night, girls only get to live the ‘day’ part.
Conceptualised by DraftfcbUlka, Delhi, the campaign titled ‘The Dark Night’ portrays Pleasure’s brand ambassador Priyanka Chopra as a liberal, free spirited, expressive, confident young girl, who celebrates the fact that she is actually going ahead and doing all the things that ‘boys’ do, be it hanging out, partying, shopping or driving with friends at night.
The creative gives a fresh and fun perspective to the brand’s positioning by making it more entertaining and at the same time lends a much deeper and serious meaning to the brand tagline.
Shiveshwar Raj Singh, Group Creative Director, Draftfcb Ulka Delhi, said, “Every successive Hero Pleasure campaign raises newer and timely issues dealing with gender bias that is inherent in the brand’s tagline ‘Why should boys have all the fun?’ And it is done in a way that moves the needle forward both in thought as well as execution. So, while the issue of night time spelling curfew time for girls is a relevant and topical issue, we needed to communicate this in the brand’s signature voice which is light and easy. Of course, in execution terms it was the first all-night TVC for Hero and we had to ensure that the scooter looked stunning. We had to bring out the joy of a night out for the girls complete with parental sanction.”
Sharad Mathur, Vice-President, Draftfcb Ulka Delhi, said, “The brand has been consistently standing for the emancipation of young women in India. It has been progressing by raising relevant social issues that bog women down while portraying them in a light-hearted manner. Time and again, it has questioned the status quo and has asked girls to not compromise on certain things just because they do not fit in the current definitions of how they should or should not live their lives. With the new film, we have tried to highlight the point that the day does not end for girls just because the sun has set. We also have shown the family involvement because it’s imperative for the parents to embrace these wonderful changes and the whole society to evolve while the girls zoom ahead on Hero Pleasure.”
Client: Hero MotoCorp
Agency: Draftfcb Ulka
National Creative Director: KS Chakravarthy ‘Chax’
Creative Team: Shiveshwar Raj Singh, Anurag Bhalla, Mukesh Sablania, Bhumika Singh
Account Management: Sanjay Tandon, Sharad Mathur, Akshay Sharma, Swati Singh, Nishant Jayaswal
Account Planning: Nikita Kohli
Films: Alpa Jobalia, Stanley Christian
Production House: Cutting Edge Pictures
Director: Habib Faisal
Producer: Billoo Sandhu