Debrief: Hero: Desh Ka Vroom Vroom!

03 Jul,2012

By Anil Thakraney


The advertising promise is quite simple: Because Hero’s bikes offer terrific mileage, the entire nation rides out more often. And in the creative interpretation of that, Hero has done one boring thing and one interesting thing, so I have mixed reactions to their new TVC.


Boring, first. They have gone ahead and done that same old, tired ‘Desh Ka Hero’ number. The commercial features people cutting across social, economic and religious divides. Wonder when Indian advertisers will evolve and avoid this route like the swine flu. It’s no longer interesting, really. However, the one good thing Hero has done is to use the hand technique needed to ride a bike as the central creative idea, and this device unites all the people featured in the ad. I like this touch. Because this particular hand motion is unique to bike riding (unless you are a plumber!), and it can and should become a neat memory hook for Hero. This is smart thinking.


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However, what would have been even better is, if they had weaved in entertaining situations around the hand motion, that would have added adrenalin to the TVC. And it would have made it watchable on repeat exposure. But this issue can be dealt with as the campaign moves forward, so that’s fine. Also, must say the jingle is peppy and fun.


Rating: (On a scale of 1 to 5): 3. Old route. But an interesting creative device.



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