Hero Pleasure: Question Marks

Nikita Kohli

Despite being the undisputed leader in the motorcycle category in India, Hero was a late entrant into the scooter market.

Hero Pleasure: Question Marks

Nikita Kohli

Campaign details

Brand owner: Hero Moto CorpAgency: Draft FCB UlkaBrand: Hero PleasureCountry: IndiaChannels used: Events and experiential, Point-of-purchase, in-store media, Print - general, unspecified, Radio, TelevisionMedia budget: 5 - 10 million

Executive summary

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 –...

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