Boys move out girls are in or for that matter, boys take the back seat-That’s what the “Why should boys have all the fun” AD evokes in the form of Woman’s empowerment.
Yup! Hero-in Honda is in , then obviously Hero Honda wants to sway its hands on girls after reaping in 29 Lakh Motor cycles last year and already touching 2.5 lakh Motor cycles the very first Month of January 2006.(its is a record of sorts for any company)
The strategy of Hero Honda vouching the untapped segment of Woman riders is very astute in the way they have gone about with the launch of Pleasure
TVS Scooty’s lone presence in this segment was unsuccessfully competed by other players in the market like Bajaj with Sunny, Wave and Aspire but failed miserably
The Hero Honda team has analysed and done some good brainstorming on the launch.
They have opened Just4Her outlets at 22 Centres in India (wo)manned only by Ladies for the comfort and convenience of fairer sex.
They have roped in Hrithik Roshan for the launch in some of these units to attract the young Missis of India.
When it comes to the AD itself, the vehicle is a 100 plus cc Scooter just to push the unsatisfied Customers with the power and pick up of Scooty but also rake up the desire in our younger sweeties to go bigger on the ride without being so Macho about it.
So why ’’Why should Boys have all the fun’’ is a great advertisement?
The Background Score: Well, it simply has the calypso effect with a tinge of foreign accent yet showing the grace and beauty of Indian Woman sweetly carrying with the words and ending with “Step out and grab your share of fun with your new Pleasure the light and zippy 100 Cc scooter -well it touches every soft part of your body.
The Visuals ; Simply a breath of freash air in it with so lively and full of fun and frolic visuals symbolized by the charm of driving be it from the Wedding or just wooing the big boy on Car. There is lot of colour and verve to the AD,
The AD starts with the flock of birds which fly out when the young lady comes in on the Pleasure flying high on confidence and desire.
Honey-the Bee is behind you.
Normally what we see on Television commercials or movies is that the man gets a funda car as Wedding present and he goes for Honeymoon with his sweetie in that
In this AD, show moves to the Wedding party and the jingle says, ” Watch us now, here we come , daring, dreaming on the run “and the wedded lady takes her man for a ride. Are you ready for one?
Take me for a rainy ride
Then the frame moves to the young boys in the play ground, the gentle drops of rain bring a breath of freashness to the advertisement and the jingle says, ” Let us show you how its done and the Momas call the Children on to enjoy the rain , the Pleasure of the song moves on-Why should boys have all the fun. Then the moma offers her kid a balloon to add more colour to the AD.
Basically what Kind of female riders do we see on the road . . .
The Young girls going out and having fun mostly with friends,
The working Woman going to their offices in utter seriousness.
The Mothers moving around with their sweet children and driving with utmost care and fear on the roads.
The Visuals just evoke this feeling for the above potential buyer yet subtly showing the features of the scooter
Most often than not they are young educated ladies and for them the scooter is very integral part of their life which is what the visuals drive apart from driving few men crazy.
The Statement: Yes. It means Girls are in, Boys move out which makes a real sense in Young Woman who strive for freedom and Success for whom driving a Scooter is one of the symbols of liberty and fun , at the same time it grabs attention from the inferior lot like us. It also means don’t pep me up with a Scooty, give me something more and bigger and I will take you for a ride. ( This pleasure does not look like one for its 103 cc and quite well sculpted looks) Today’s Girls have the courage, energy and thoughts to think big and it will not be long when Alto comes with similar AD to woo the female Customers instead of taking them to Tea Gardens.
When the big boy offers lift to the girl on his swanky car, the girls’ friend sweeps her on to her pillion of Pleasure and says, ” Why should boys have all the fun-really great closing for the AD. The AD ending with Light and Zippy is very important point which Hero Honda is trying to push for Woman buyers who feel that Honda Activa as a great scooter but are scared of its weight
Call it the joy of riding or the pleasure of owning a Pleasure, the AD simply revokes that feeling in every shot yet keeping the soft jingle with depth
Now Boys . Get your AMBITION right if you want to AVENGE yourselves on the sweetie pie. But if you have the PASSION to drive them, then do it with a PULSAR else loose your GLAMOUR for the KARIZMA of the young ladies and just take a PLEASURE RIDE ! ! ! ! behind your sweetheart.
AD Agency-FCB-Ulka