Hero Pleasure Xtec: Driving women towards liberation on new Pleasure Xtec #AchhaHaiLadkiChalaRahiHai

Hero Pleasure Xtec, a scooter brand, launched a rap song featuring Alia Bhatt in India to increase top of mind awareness and market share for the new Pleasure-Xtec.

The marketing objective

From boardrooms, to armed forces and to even space, women have shattered glass ceilings in India.

But, for most females in India, lives are still full of dos and don'ts, or restrictions that hinder their individual freedom. Society, people, friends and family seem to be an accomplice in this, and then there are stereotypes as well.

After years of battling with patriarchy, women are finally in charge of their destiny somewhat! Good amount of it is, empowered by the ability to move around the city for more opportunities. An ability that Pleasure, a 110CC light bodied scooter...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands