Debrief: Hero Pleasure: Mindless celeb advertising

26 Mar,2013

By Anil Thakraney


If you are looking for an example of totally daft celebrity-based advertising, then you are at the right place. Hero Pleasure is a ladies-only scooter, and the advertiser asks the right question: Why should boys have all the fun? Indeed why. But in response, you don’t get to hear an interesting answer. What you get instead is Ms Priyanka Chopra! Yikes!


So the mega star cheerfully rides around town on her Hero Pleasure (no one recognises her, of course). She ends up shaking at a happening party with her dad (more yikes!), and makes fun of a chap whose mom is pissed off because he’s out late. Not only is the ad dull, it’s mighty stupid.


But the bigger problem is in the casting. You have to be crazy to even imagine that the multi billionaire Ms Chopra would ride a lowly scooter. I know her job in an ad is to look pretty and get the eyeballs, but shouldn’t these guys pay at least a modicum of attention to credibility? Even if they HAD to use a movie star, why not cast a younger, fresher face, and someone whose personality matches with the brand. To my mind, the solution lies inside Chopra’s own household, her niece Parineeti Chopra. The way the latter has carefully crafted her feisty persona, she appears like someone who might enjoy the odd scooty night out. And because she’s a newcomer, the credibility factor gets some weight.


And the ‘pretty face for attention’ theory doesn’t wash with Priyanka Chopra as she’s endorsing a hundred other brands. You have to wonder if some advertisers even bother to apply their minds before signing huge cheques in the name of the usual celebs.


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Rating: (On a scale of 1-5): 0. Very poor casting. Boring creative.


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