The launch TVC of Hero Honda Hunk in 2007 had successfully imbibed the definition of ‘macho’ in the minds of the consumer as muscularity and intimidation. The new TVC for this bike from the Hero Honda stable further reinforces Hunk’s positioning. The TVC broke on September 16 in all news and entertainment channels.
Commenting on the latest ad, P Sridhar Iyer, GM - Client Servicing, DraftFCB+Ulka, said, “The commercial continues to consistently position Hunk as a macho bike with an intimidating presence. This time around, the metaphorical Bull is pitted against meaner four-wheelers. The bike category has not seen this kind of unique narrative for quite some time. So yes, this is going to be different.”
After receiving a simple brief, the agency set out on an extensive research to address the challenge of bringing alive the machismo in the communication. They then designed a new campaign where the communication tries to convey that this is a bike that ‘No one messes with’.
The new film is set in a parking lot and gives a glimpse into the secret life of cars. A couple of mean looking cars are showing off when enters the Hunk and the cars in the audience rush back to their respective parking spots. Only two really mean cars remain and take on the intruder. They grab the only parking spot left for the Hunk. After a face-off they realise who they have messed with and the cars give way to the Hunk, who parks itself majestically in the empty spot.
Sanjay Sharma, Creative Director, DraftFCB+Ulka, explained, “The script brings alive the imagery of the Hunk literally through its creative execution by transforming the automobiles into killer machines and the bike into a bull. The TVC refreshes and firmly establishes the identity of Hunk as the most muscular motorcycle. We did it this time through a creative that exaggerates the promise by showing that the Hunk can take on a beast more powerful than itself, namely all four-wheelers on the road. The bull, so deeply embellished in people’s minds as the true character of the Hunk, was also interestingly made a part of the story.”