Hero Destini puts a mythical dragon to the test across India’s digital billboards

NEW DELHI: A mythical dragon has landed on India’s digital billboards, and this time it is not there to breathe fire at the audience. DGTOOHL has partnered with Hero MotoCorp for the launch of the new Hero Destini through the two-wheeler brand’s first programmatic Digital Out-of-Home (PDOOH) campaign powered by Google DV360.

Built around the creative concept ‘The Dragon’s Test’, the campaign turns conventional outdoor advertising into a 3D anamorphic spectacle across Delhi, Mumbai, Bengaluru and Chennai.

The campaign’s anamorphic film opens in a magical forest, where a mythical dragon emerges from the screen and puts the Hero Destini through a fiery test of durability.

The dragon’s wings stretch beyond the LED frame, creating the illusion that the creature is breaking out of the screen. After putting the scooter through its challenge, the dragon acknowledges its strength and transforms into the Hero Destini’s guardian.

The visual narrative is designed to reinforce the scooter’s proposition, “Built Strong. Delivers More”, while highlighting its strong metal body and premium design.

The campaign uses Google DV360 to add audience-led planning, precision and optimisation to Digital Out-of-Home advertising.

Unlike traditional outdoor campaigns based largely on fixed media planning, the programmatic approach combines the flexibility of digital advertising with the scale and visibility of outdoor media.

DGTOOHL CEO Shivalika Anand said, “Outdoor advertising is evolving from a broadcast medium to an addressable one. With Hero MotoCorp, our objective wasn’t just to create visibility for the new Destini, but to transform a product launch into a larger-than-life visual spectacle through the dragon anamorphic. This campaign is an important milestone in that journey and reflects the growing potential of Programmatic DOOH for brands looking to deliver smarter, more engaging consumer experiences.”

Hero MotoCorp head of marketing Aashish Midha said, “For us, the launch of the new Hero Destini goes beyond simply introducing a product; it’s about creating a distinctive and memorable brand experience for consumers. By combining immersive anamorphic storytelling with programmatic Digital Out-of-Home advertising, we brought the ‘Dragon’s Test’ narrative to life at scale, while reaching audiences in high-impact environments. Programmatic DOOH is an important part of this evolution, and we believe its role in future launches will only grow as brands look to build more dynamic, measurable and engaging consumer connections.”

The activation reflects a wider shift in automotive marketing towards immersive experiences rather than relying solely on static outdoor visibility.

By bringing together programmatic technology, 3D visual effects and cinematic storytelling, the Hero Destini launch positions Digital Out-of-Home as a more dynamic and measurable medium for product launches and brand experiences.