Hero HondaHero Honda P l e a s u r eP l e a s u r e

““IDEAS MAGNIFYING THE BRAND IDEAS MAGNIFYING THE BRAND PROPOSITIONPROPOSITION “ “

BASIC PROPOSITIONBASIC PROPOSITION

The pleasure of freedomThe pleasure of freedom

Enhance the experience of pleasureEnhance the experience of pleasure

Celebrate the pleasure of youthCelebrate the pleasure of youth

ENVIRONMENTENVIRONMENT

All modes of transport used by the youthAll modes of transport used by the youth

TARGET AUDIENCETARGET AUDIENCE

Unisex 18 – 24 yearsUnisex 18 – 24 years

VALUES & PERSONALITYVALUES & PERSONALITY

YOUNG AND FUN LOVINGYOUNG AND FUN LOVING

ADVENTURE OF EXPLORING WORLDADVENTURE OF EXPLORING WORLD

HEADINESS OF FREEDOMHEADINESS OF FREEDOM

EXPLOSIVEEXPLOSIVE

OUTGOINGOUTGOING

FRIENDLYFRIENDLY

BIG IDEABIG IDEA

INCREASE BELIEF THAT BETWEEN 18 AND 24 INCREASE BELIEF THAT BETWEEN 18 AND 24 ‘HERO HONDA PLEASURE’ IS SYNONYMOUS ‘HERO HONDA PLEASURE’ IS SYNONYMOUS WITH FREEDOMWITH FREEDOM

‘‘PLEASURE’ BRINGS TO LIFE THE PLEASURE’ BRINGS TO LIFE THE INDEPENDENCE CRAVED FOR BY THE INDEPENDENCE CRAVED FOR BY THE ADOLESCENT AND THE YOUNG WORKING ADOLESCENT AND THE YOUNG WORKING ADULTADULT

REASON TO BELIEVEREASON TO BELIEVE

YOUTH ARE ALWAYS SEEKING FREEDOM YOUTH ARE ALWAYS SEEKING FREEDOM FROM SHACKLES OF PARENTAL & FROM SHACKLES OF PARENTAL & INSTITUTIONAL RESTRAINTINSTITUTIONAL RESTRAINT

THEY WANT TO DO THEIR OWN THING THEY WANT TO DO THEIR OWN THING

AGENCY BRIEFAGENCY BRIEF

360.360.

PRESENCE IN PUBLIC DOMAINPRESENCE IN PUBLIC DOMAIN

HIGH RECALL HIGH RECALL

HIGH VISIBILITYHIGH VISIBILITY

E.Q.E.Q.

POSITIONING PLATFORMPOSITIONING PLATFORM

EXPERIENCE OF PLEASURE IS LIKE NO EXPERIENCE OF PLEASURE IS LIKE NO OTHER(ROUTE FOR GIRL SCOOTER)OTHER(ROUTE FOR GIRL SCOOTER)

UTILISE EXISTING ICON TO LEVERAGE NEW UTILISE EXISTING ICON TO LEVERAGE NEW LAUNCH (CELEB CONTEST ROUTE)LAUNCH (CELEB CONTEST ROUTE)

YOUTH LOVES TO EXPLORE NEW HORIZONS YOUTH LOVES TO EXPLORE NEW HORIZONS (DO YOUR OWN THING ROUTE)(DO YOUR OWN THING ROUTE)

COMMUNICATION IDEA:1COMMUNICATION IDEA:1

‘‘FREE TO BE ME’FREE TO BE ME’

EXECUTION IDEA 1 (A)EXECUTION IDEA 1 (A)

Ground events to enhance the brand proposition Ground events to enhance the brand proposition “Free To Be Me”“Free To Be Me”

Launch with a scooter race for girls Launch with a scooter race for girls

The winner of the race gets to take the The winner of the race gets to take the Pleasure home, in addition to that she Pleasure home, in addition to that she should also get 2 tickets to a vacation should also get 2 tickets to a vacation destination.destination.

This will enhance the freedom that This will enhance the freedom that comes with a Hero Honda Pleasure.comes with a Hero Honda Pleasure.

EXECUTION IDEA 1 (B)EXECUTION IDEA 1 (B)Rani Mukherji, Sushmita Sen, Kareena Rani Mukherji, Sushmita Sen, Kareena Kapoor or Priety Zinta to lead a Kapoor or Priety Zinta to lead a ‘Freedom for Women’ rally across the ‘Freedom for Women’ rally across the city on the day of the launch. city on the day of the launch.

They should be accompanied by a They should be accompanied by a largish contingent of college girls. This largish contingent of college girls. This will reiterate the idea of ‘Pleasure of will reiterate the idea of ‘Pleasure of freedom’.freedom’.

The launch should be aimed at The launch should be aimed at women’s day. The activity can be women’s day. The activity can be branded as ‘Woman’s day out’.branded as ‘Woman’s day out’.

EXECUTION IDEA 1 EXECUTION IDEA 1 (C)(C)

A concert in the evening where only female A concert in the evening where only female artist have congregated to perform. From artist have congregated to perform. From singers to dancers. singers to dancers.

A few words of advice from Shabana Azmi, A few words of advice from Shabana Azmi, Mallika Sarabhai, Medha Patkar, Arundhati Roy, Mallika Sarabhai, Medha Patkar, Arundhati Roy,

Anoushka Shankar and others.Anoushka Shankar and others.

The stage can also be used to felicitate some The stage can also be used to felicitate some Indian women who are known for their Indian women who are known for their independent attitude and have made a independent attitude and have made a

difference like – Kiran Bedi etc…difference like – Kiran Bedi etc…

COMMUNICATION IDEA 2COMMUNICATION IDEA 2

““WHAT’S YOUR PLEASURE?WHAT’S YOUR PLEASURE?””

EXECUTION IDEAEXECUTION IDEA

• Use of double entrende to bring to life the Use of double entrende to bring to life the mischievous element mischievous element inherentinherent in all young people in all young people

• Launch with a contest using Hrithik Roshan across all media asking ‘What’s your pleasure?’. It’s a statement which is evocative enough to make the youth respond in a tongue and cheek fashion.

• The contest would promise Hrithik spending time with the winner sharing the one thing the winner finds pleasurable. And the winner gets to ride a Hero Honda Pleasure home.

EXECUTION IDEAEXECUTION IDEA

• On the day of the launch Hrithik would lead a large group of young people across the city, riding the Hero Honda Pleasure. Stopping at youth hangouts and getting them to respond to ‘what’s your pleasure?’

• This can also be used as an opportunity for the youth to test ride the ‘Pleasure’.

• In this ride Hrithik can also be joined by the popular young television stars like the cast of ‘remix’ .

COMMUNICATION IDEA 3COMMUNICATION IDEA 3

CONTEST: ‘BUNTY OR BABLI?’CONTEST: ‘BUNTY OR BABLI?’

EXECUTION IDEAEXECUTION IDEA

We can have Rani Mukherji and Abhishek We can have Rani Mukherji and Abhishek Bachchan ride the Hero Honda Pleasure Bachchan ride the Hero Honda Pleasure across the streets of Delhi on the day of the across the streets of Delhi on the day of the launch. launch.

The couple will visit some hot youth The couple will visit some hot youth hangouts in the city and if you spot them hangouts in the city and if you spot them sms or email the time and place where you sms or email the time and place where you saw them. saw them.

EXECUTION IDEAEXECUTION IDEA

Tell us what is the one ‘bunty aur babli’ Tell us what is the one ‘bunty aur babli’ thing you and your girlfriend/boyfriend thing you and your girlfriend/boyfriend have done. The contest entries will be have done. The contest entries will be judged by Abhishek and Rani. judged by Abhishek and Rani.

A Bunty or a Babli will win, and the winner A Bunty or a Babli will win, and the winner of the contest along with his/her partner of the contest along with his/her partner can go for dinner with the original bunty can go for dinner with the original bunty aur babli and then ride a Hero Honda aur babli and then ride a Hero Honda Pleasure back with them Pleasure back with them

Dealership outlets- ‘Lipstick lounges’

• Tie-up with Lakme , Maybelline or L’Oreal to set up salons or lend their name to these Lipstick lounges.

 

• Every Lipstick lounge is fully equipped with a servicing station and along side a chic, trendy and hip salon which will take care of all of Nikkis grooming needs. So it would be time management where she meets the needs of her scooty as well as herself.

Dealership outlets- ‘Lipstick lounges’

• With the purchase of her Pleasure she is given the first 6 months warranty which would entitle her to 2 free servicings and a Lipstick lounge club card.

 • This club card could include benefits such as- • With every job done at the dealership workshop ,she would

receive points on her card ( similar to a frequent flyer program) which would finally get a free sevrcing or sorts.

 

Dealership outlets- ‘Lipstick lounges’

• Creating a salon like set up where she is given the same treatment as her Pleasure eg- while her tires/ wheels are getting oiled, she could get her nails done. Waxing of her Pleasure , while she gets a facial etc.. A menu card that basically displays parallel activities she can do for her bike and for herself. This will operate on time basis – If the bike is going to take 30 minutes then the beauty activity would also take the same amount of time.

 • Make available same shade of lipstick or nail

polish as the scooty.

Dealership outlets- ‘Lipstick lounges’

• Post warranty period Hero Honda should create a package deal where she could get herself and her 2 wheeler groomed for an affordable price.

 • Sell beauty products of the said company and offer

discounts on products of eg ‘loreal etc. • Every other month have grooming workshop

exclusively held for club cardholders to teach them the right shade of lipstick for the right complexion, how to wear their hair, hair colouring etc.

Buzz MarketingBuzz Marketing

All communication ideas conducive to multi All communication ideas conducive to multi media, press, television, radio & wirelessmedia, press, television, radio & wireless

Also unconventional space as in floors & Also unconventional space as in floors & walls of malls, multiplexes, high impact and walls of malls, multiplexes, high impact and high footfall areashigh footfall areas

THANK YOUTHANK YOU