Hero Pleasure: Turning Prejudice into Pride

Jitender Dabas, Ankit Vohra, Trishla Jhaveri

Motorcycle manufacturer Hero MotoCorp grew sales of its Hero Pleasure model in India with a TV, print, digital and outdoor campaign that challenged society with its message of women's liberation.

Campaign details

Brand: Hero Pleasure Brand owner: Hero MotoCorp Entrant company: McCann WorldgroupIdea creation: McCann WorldgroupMarket: India Sector: Motorcycles, bikes Media channels: Point-of-purchase, In-store, Public relations, Radio & audio, Merchandise & free gifts, Online video, Word of mouth, Influencers, KOLs, Print - generalBudget: 1 - 3 million

Executive summary

When you provoke society, and it responds, you know you’ve hit a nerve.

In India, women’s social mobility was bound by their physical mobility. To liberate women socially, it was critical to unshackle their physical...

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