Created by FCB Ulka, the peppy campaign urges girls to join in the football fervour with Ranbir Kapoor and Alia Bhatt as protagonists
BestMediaInfo Bureau | Mumbai | October 15, 2014
Hero MotoCorp, the title sponsor for Indian Super League, has unveiled a new TVC with Bollywood actors Ranbir Kapoor and Alia Bhatt, with an aim to strike a chord with football lovers. The TVC, conceptualised by FCB Ulka, highlights the message that regardless of class, creed and gender, the love for the game unites everyone.
The idea is to break the notion that football is a boy’s game and urges girls to join in the football fervour. In order to set the idea in motion and establish connect with the youth, Hero Maestro and Hero Pleasure have been specifically highlighted in the TVC. The quintessential boyish charm associated with Maestro and the norm-breaking, free-bird attitude of Pleasure have been brought to life to convey the message that football belongs to all.
The fast-paced, peppy track of the TVC starts with Kapoor and his gang of boys playing around with a football – on their Maestro scooters. The momentum of the game leads them to a spot where they are confronted by Bhatt and her gang of girls on their Pleasure scooters. Bhatt throws open a challenge to the boys and the girls complement the challenge with some freestyle football tricks of their own. While the boys state that football is ‘a boy thing’, the girls question ‘why should boys have all the fun?’ The tenor of the film makes football bigger as a game than it’s actually perceived to be. The unblemished rivalry between the two sexes blends seamlessly with the football fever in this commercial.
Commenting on the campaign, Sanjay Sharma, Group Creative Director, FCB Ulka Delhi, said, “We wanted to use football as an enabler of youth unification with a very light-hearted and playful approach, using brand Hero as a driver for this unification.”
Sharad Mathur, Vice President, FCB Ulka, Delhi, said, “The aim was to get the most out of Maestro’s and Pleasure’s perceptions, and use it effectively to drive the youth towards this mega football event. This fast-paced, action-packed commercial speaks the youth’s language and successfully brings the opposite poles together.”
Client: Hero MotoCorp
Agency: FCB Ulka, Delhi
Creative Team: Sanjay Sharma, Abhijeet Ray, Ranit Mukherjee, Satadru Dey
Client Team: Sanjeev Shukla, Astha Garg, Kunal Dhrangadharia
Account Management: Sharad Mathur, Akshay Sharma, Rohit Ahuja, Saquib Khan, Naman Mittal
Films: Mazhar Khan
Production House: 30 Seconds of Fame
Director: Uzer Khan
Producer: Sunil Shetty