Hero – The One Within Us

In this competitive era, having a foothold in the market and making an impression on public has become one of the basic goals of any thriving business. The best way to reach out to the public is through media. Media in both forms, print and electronic, are used as the intermediate link between the producer firms and their prospective customer groups.

The advertisement columns of the local newspapers and magazines and the numerous television commercials, introduce the products and services of various companies to the public. Be it toothpastes, energy drinks, lingerie or insurance schemes, advertisements have become the means of communication today. Some ads are refreshing and rejuvenating, while some are hilarious with catchy pick-up lines and some extremely bold and obnoxious.

Watching one’s favourite hero or heroine endorsing a product automatically incorporates a sense of likeliness for it and so most of the companies hire these actor/actresses as “brand ambassadors” for their products. There are certain ads, which neither have your favourite stars nor the catchy pick up lines still somehow they manage to grab your attention and move your impression about the product.

One such recent advertisement which has instantly seized the attention of many is the Hero Moto Corp’s first ever ad “Hum mein hai hero”. The termination of a 26 years partnership between Hero and Honda in 2010 saw the birth of a new automobile giant Hero Moto Corp. Their debut ad is what has moved many a people. The ad depicts the face of an ideal Indian.

The numerous dreams and desires that one has right from their childhood.That one ambition around which the entire realm of their life revolves. The anticipation one faces when they are on the verge of fulfilling that dream and the reckless fear of failure that continuously pinches at the back of their mind. It is true for one and all of us.

However, it is our determination and the trust of our loved ones which proves to be the key to success. It gives us the much needed confidence, the final kick off to go ahead and achieve the ultimate. Thus the ad says, “Hum mein hai hero”, there is a hero within each of us. The ad portrays the various Indian faces, the girl, representing the nation in an international gymnastic event or the boy dancing, against the will of his father, to fulfil his dream of making it to a reality show or yet another little boy fearlessly challenging a group of army men for a cricket match.

Then there are the women, one pulling off the role of a pilot with full support from her husband and child and the other giving a scooty ride to her proud pillion rider husband. There are also the sturdy men overcoming their fear of a cliff jump or of riding past a hanging bridge. Last but not the least, the middle-aged sardarji, childishly competing with a bunch of school kids for a run to the top the stairs. All of them have one thing in common, their unabated spirit. This spirit can easily be related to the spirit of the nation. The feeling is further aroused by the soulful and vibrant background track sung by the majestic A.R. Rahman.

This advertisement hits the target audience in their heart, mind and soul. It proves to be a perfect endorsement of the products and relates them with the courage, reverence and spirit of the Indians.

Amrita Sarkar

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