Brand: Hero Honda
Reviewer: Santosh Padhi, executive creative director, Leo Burnett India.
Spot: A yellow bike drops off a chopper. Hrithik Roshan dances. Priyanka Chopra makes an appearance. Irfan Pathan bowls a flaming ball to Virender Sehwag. He hits it for a six.
A vague Indian cricket team goes cross-country on bikes. Rajyavardhan Singh Rathore shoots. Priyanka. Hrithik. Priyanka. Sehwag. Priyanka. Hrithik. Dhak Dhak Go. Hero Honda. Zzzzzzz…
Why I don’t like it: This one from Hero Honda failed to arouse any single emotion inside me. It has no insight, no story and a below par execution. Quite simply, there’s no dhak dhak at all. This ad is not staying in my head beyond this review. Plus, there have been too many Bollywood-cum-AV (audio video) style ads that I have seen before.
Other brands have used the star power of Hrithik and Priyanka in a much better way than Hero Honda has managed. And, I am not even counting the others.
Three minutes, half a dozen celebrities and a few crores, it’s a heartache.
How I would have done it: I would have split them into four or five TVCs, each having a storyline with an independent group of bikes.
I would try and build a stronger connect between each celebrity and the different Hero Honda products. Such as Hrithik’s machismo to the top-end bikes, Priyanka’s seductive style to the scooterettes and Sehwag’s great performance to the lower-end bikes.
As told to Gouri Shah