Hero Honda ups the style quotient of Passion Pro

Hero Honda ups the style quotient of Passion Pro

Author | Qashish Chopra | Thursday, May 21,2009 8:44 AM

Hero Honda ups the style quotient of Passion Pro

Hero Honda has stylised its bike Passion Plus with its new avatar ‘Passion Pro’ with enhanced features, graphics and looks, taking the brand ‘Passion’ ahead. A new TVC has been unveiled stressing on the style quotient of the bike and making maintaining one’s composure at all times ‘cool’.

The new TVC is about a Passion Pro rider who remains calm and confident amid a chaotic, impatient traffic. Impatience is the way of life these days, but the Passion Pro rider breaks down this pattern. Despite the traffic snarls and an errant group of boys provoking him, he keeps his composure and appears to be sure of himself. The jingle adds on the captivating element of attitude to the ad by communicating ‘style’, but not overtly.

PerceptH is the agency behind the TVC, which has been produced by Film Farms. Commenting on the ad, S Suresh, AVP, PerceptH, said, “The ad is based on the insight that bikers face a lot of embarrassment when they have to kickstart their bikes at busy signals. Perhaps, one actually stresses at the sight of a red light knowing he would need to kickstart and get going quickly. There is always this rattling anxiety and nervousness, ‘What if’. The sense gets worse when the bike doesn’t start with repeated kicks. Harping on this issue and setting it in a slice-of-life situation, we played upon ‘reverse embarrassment’. In this, it’s not the biker who faces embarrassment, instead it’s the others who scream at him and make fun of him who are left feeling ashamed and uncomfortable as they are the ones to actually hold up the traffic. Also, certain things in life can be communicated without actually saying it. (Primarily the gist of how we communicated ‘style’). At times, even the attitude and the action communicate the intention.”

“We have taken a complete 360 degree approach for this Passion Pro communication and it will be implemented shortly,” Suresh added.

The people behind the ad include Amitava Mitra, Director, S Suresh, AVP, Samit Rath, Associate Account Director, and Suman Sen Gupta, CD, at PerceptH.

Tags: e4m

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