The buddies reunion story for the new Hero bike ad is a good insight. The commercial only suffers a little in the execution

Actually, I don’t know whether to say ‘Hero’ or ‘Hero Honda’. Guess with the dosti between the two auto majors done and dusted, one must only say ‘Hero’, but that sounds a bit incomplete, having been used to utter the full name. Also, er, ‘Hero’ only cues bicycles… but that’s an image battle for the proprietor to fight. Meanwhile I’ll stick to ‘Hero Honda’, because that’s what the ad says.

Hero Honda Splendor NXG is now positioned as a ‘Friendship’ bike. And the commercial is the story of friendship between three ‘chaddi yaars’ who reconnect many years later to relive the magic. The idea is a cross between the movies ‘Rock On!’ and ‘Dil Chahta Hai’.

The three childhood buddies, who are young adults now, itch to get together once again and re-live their wonder years spent in a small town. So, just as they used to fool around on the streets as kids, they meet again on a rainy day, riding their Hero Honda Splendor NXG bikes. And bond all over again. The soundtrack is a remixed, techno version of the ancient Hindi film track, ‘Gaadi bulaa rahi hai’. The voice over sums up the re-union: ‘Jitni door yaari jaaye, utni door gaadi jaaye’.

Must say it’s a good insight. And I say this despite buddies hanging out together is de rigueur in bike ads. Two reasons: One, in this age of heavy migration from small towns to metros, and from metros to metros, youngsters do yearn to relive special moments of childhood. Two, thanks to social networking sites, school and college re-unions are happening dime a dozen these days, and re-bonding with long last buddies is the new fad. The idea therefore is emotional and relevant in current times. So, thumbs up on that front.

Where the commercial suffers a bit is in the execution. The editing is patchy and disjointed. And too many extra characters and elements (and this includes a needless running commentary) have been added, and these dilute the emotional quotient. And emotion is EVERYTHING in this idea.

They should have stuck only to the three dudes and their interactions and we would have had a far superior ad film.

Anyway, only one question now remains. Whether Mr Hero and Mr Honda will also miss each other one fine day? And re-unite on a rainy day over their Hero Honda Splendor NXG bikes? Only time will tell! — Anil Thakraney