Pleasure: Breaking gender stereotypes while riding the world’s No.1 two-wheeler brand to higher success

Sandeep Tiwari

Motor scooter manufacturer, Hero Moto Corp, launched its Pleasure Xtec scooter to a female audience through a digital campaign in India.

Campaign details

Brand: Hero PleasureBrand owner: Hero MotoCorpEntrant company: Zenith - IndiaIdea creation: Zenith IndiaMarket: AsiaSector: AutomotiveMedia channels: Mobile & apps, Social media, Product placement, Newspapers, Online video, Radio & audioBudget: 1 - 3 million

Executive summary

Hero Pleasure, the first scooter launched by Hero Moto Corp, created waves by positioning it as a female scooter with its campaign, Why Should Boys Have All The Fun, in 2015. Pleasure Xtec was the new launch for its female audience’s growing needs as she now played a...

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