Hero Pleasure: Question Marks
Brand owner: Hero Moto Corp
Agency: Draft FCB Ulka
Brand: Hero Pleasure
Channels used: Events and experiential, Point-of-purchase, in-store media, Print - general, unspecified, Radio, Television
Media budget: 5 - 10 million
Despite being the undisputed leader in the motorcycle category, Hero was a late entrant into the scooter arena. But expectations were high when Hero announced it was to launch a new product into the category, and it was assumed it would be a bike that would appeal to all – but instead Hero launched a scooter targeted at women.
The brand proposition of a scooter for women was: 'Why should boys have all the fun?' – a thought provoked by the deep-rooted gender bias in Indian society, and embedded in the angst of our target audience. Like any good concept, this idea also found takers amongst the competition, making it imperative for the brand to build a stronger association with the idea whilst gunning to outgrow the category, build preference, and unseat the current leader amongst gearless scooters for women.