The campaign, created by JWT Delhi, has extended the product proposition to a new space – the backseat of a bike
BestMediaInfo Bureau | Mumbai | January 31, 2013
Hero Motocorp has launched a new TVC - Nain Mataka - to promote its bike Glamour. JWT Delhi created the TVC with the idea that while advertising has often shown bikes being attractive to girls who want to go for a ride on them, but no one has ever given the backseat the attention it deserves. The TVC has thus extended the proposition to a new space – the backseat – and created the entire campaign around romancing the backseat.
The film has Hero at its core – entertaining, mass and memorable. The commercial uses music and a song in a very prominent manner to tell the story and the bike’s features have been integrated seamlessly into the song as lyrics. The music by Sneha Khanwalkar and the singing by Sowmya Rao and Aditi Singh Sharma make the lyrics very catchy. And the way it has been shot by Kiss Films makes the film stand out in the clutter.
Commenting on the TVC, Hitesh Jain, Creative Director, JWT Delhi, and lyricist for the campaign, said, “Glamour is a mid-level, deluxe segment bike – which is currently a very hot segment and has a lot of competition in the market. The brief was to take this bike whose USP is its attractive look, and promote it amongst youngsters in the most promising and interesting manner to make it stand apart. The backseat, while ubiquitous as well as the platform offered to every girl in every bike ad, has never ever been an owned property. We decided to make the desire for the backseat the most natural outcome of the magnetic attraction of this specific bike. It is a very interesting, fresh and unique way of fusing romance with a bike’s features.”
The most radical aspect of this campaign is a diversification between the target audience and the target consumer. Prima facie, the advertisement is targeted at youngsters in the age group of 18-25, but in terms of communication, the campaign, while it looks at men buying the product, chose to talk to women. The strategy is to bring in the men to buy the product by luring the women. The TVC has been released on all regional channels and is being promoted across television, Internet, print, on-ground and digital.
Client: Hero MotoCorp
Chief Creative Officer: Bobby Pawar
National Creative Director: Swati Bhattacharya
Creative Director: Hitesh Jain
Copy Writer: Hitesh Jain
Art Director: Amol Dahanukar
Planner: Shubhrojyoti Roy, Siddhanth Lahiri
Account Management: Joy Chauhan, Rohit Sharma, Allan Saugat, Punit Sinha
Production House: Kiss Fillms
Music Director: Sneha Khanwalkar
Singers: Saumya Rao, Aditi Singh Sharma
Director: Shikha Makan
Kiss Films Team:SanaAhmed, Shrikant Iyer, Maulik Sharma