MAM
Hero MotoCorp turns newspaper ad into comic to promote Destini 125
Print campaign blends storytelling with scooter features to capture readers’ attention
MUMBAI: Who says newspapers can’t have cliffhangers? Hero MotoCorp has slipped a comic into the morning paper and hidden a scooter pitch between the panels. With attention spans shrinking and print ads increasingly easy to skip, the two-wheeler maker has taken an unconventional route by transforming its latest Destini 125 campaign into a comic-book-style adventure.
Created by McCann India, part of Omnicom Advertising India, the campaign extends Hero MotoCorp’s ongoing ‘Hero Ka Scooter, Scooter Ka Hero’ platform, which celebrates the way children often see their fathers as everyday superheroes.
Instead of leading with mileage figures and product specifications, the print advertisement follows a father and daughter on an imaginative jungle adventure featuring a dragon, a high-speed race and even a fire-powered popcorn-making sequence. Along the way, the scooter’s features become part of the storyline, the metal body shields the father from the dragon’s flames, fuel efficiency plays into the race, while legroom and under-seat storage are woven naturally into the narrative.
The campaign also offered slightly different experiences across newspaper editions. While The Times of India showcased a version featuring peel-out stickers, supported by social media posts and videos of children interacting with them, other editions, including a Delhi copy reviewed by afaqs!, featured a premium glossy finish but did not include the interactive stickers.
The variation highlights how publishers are increasingly experimenting with customised print executions to create more engaging experiences for readers.
The campaign also bridges print and digital through a QR code, allowing readers to access additional content and create their own videos using the same storyline, extending engagement beyond the newspaper page.
The approach stands out in the 125cc scooter segment, where newspaper advertising has traditionally revolved around feature lists, pricing and technical specifications. Here, Hero flips the formula, allowing the story to take centre stage before gradually introducing the product’s selling points.
The strategy also broadens the advertisement’s appeal by drawing in younger readers who might otherwise overlook a newspaper commercial. By packaging product communication inside a family-friendly comic, Hero makes the brand message feel less like advertising and more like entertainment.
The campaign supports the Hero Destini 125, which received a comprehensive refresh in late 2024 with updated styling, a redesigned body and new features. Priced from around Rs 80,000 (ex-showroom), the family scooter is aimed at urban families and young parents, the very audience reflected in the father-daughter narrative.
At a time when the biggest challenge for print advertising is persuading readers to pause before turning the page, Hero MotoCorp’s latest campaign suggests that sometimes the quickest way to sell a scooter is to first tell a story.
