Having tasted success as a women's only scooter, Hero Pleasure has set its sights on the younger ladies. The brand in its push to appeal to the younger crowd has roped in the latest bollywood star Alia Bhatt as the brand ambassador.
Watch the new ad here : Hero Pleasure
Hero Pleasure was endorsed by Priyanka Chopra and with the change in the brand ambassador to a much younger actress, the brand is trying to bring in a much youthful persona to it. The positioning and the message from the brand remains much the same . Pleasure also has retained the tagline " why should boys have all the fun ".
The theme of the new campaign is of nothing new and many things shown in the ad has been repeated by many brands. So as far as the new communication is concerned, the brand has taken the most- traveled route except for the new face.
If one looks closely at the brand's logo in the TVC, the brand describes itself as a " Light and Zippy " scooter. The emphasis of light and zippy is aimed at the younger crowd. With the new push, Pleasure is also challenging TVS Scooty although later is a scooterette. According to newsreports, Pleasure sells around 25000 units per month. Together with Maestro and Pleasure, Hero Motocorp has around 19 % share in the Indian scooter market.