powerful storytelling-led initiative celebrates resilience, quiet heroism, and the everyday riders who keep India moving forward
India, September 16, 2025: VML, the global brand and digital transformation agency, has partnered with Hero MotoCorp, the world’s largest manufacturer of motorcycles and scooters, to launch a new campaign for the all-new HF Deluxe Pro. Titled ‘Naye Indian ki Deluxe Bike’, the campaign is a heartfelt tribute to the resilience, compassion, and perseverance of everyday Indians who embody the nation’s progressive spirit.
The HF Deluxe Pro, India’s leading 100cc motorcycle, arrives with a refreshed design, segment-first LED headlamp, enhanced fuel efficiency, and advanced features like the Horizon Digital Console, tubeless tyres, and 2-step adjustable suspension. Designed for dependability, it continues to be the partner of choice for millions of families across the country.
At the centre of the campaign is a stirring storyline—an everyday rider embarking on a courageous journey through treacherous jungles to reunite a lost baby elephant with its mother. The HF Deluxe Pro emerges as the steadfast companion, its strength, efficiency, and reliability reinforcing the theme of “quiet heroism.” Through its emotion-driven narrative, VML has shifted the category communication from product-centric to purpose-led storytelling, celebrating the ‘Real Heroes of New India.’
Speaking on the launch, Aashish Midha, Head of Marketing – Hero MotoCorp, said: “At Hero MotoCorp, our journey has always been intertwined with the spirit of real India—the quiet force that propels our nation forward, day by day. With the unveiling of the new HF Deluxe Pro, we proudly present a motorcycle that mirrors the very essence of every Indian rider: resilience, innovation, and unwavering trust. VML has masterfully translated this vision into a campaign that is both deeply emotional and powerfully purposeful.”
Babita Baruah, CEO, VML India, added: “Great brands don’t just sell products, they inspire culture and spark emotion. With Hero MotoCorp, we found the perfect synergy to tell a story that goes beyond mobility, celebrating the resilience and quiet heroism of everyday Indians.”
Kalpesh Patankar, Group Chief Creative Officer, VML, noted: “The most successful work is rooted in real truth. This film was created to strike a chord in the hearts of millions across India’s heartlands, delivering an emotional connect that goes far beyond product features.”
The campaign is currently live across television, digital, print, and outdoor platforms, reinforcing Hero MotoCorp’s values of resilience, progress, and trust while positioning the HF Deluxe Pro as the true companion for the new-age Indian rider.
About VML
VML is a leading global creative company that integrates brand experience, customer experience, and commerce to create connected brands that drive growth. With 26,000 professionals across 55 markets, VML works with leading global brands including Ford, Microsoft, Nestlé, The Coca-Cola Company, and Wendy’s. Recognized as a Leader by Forrester Wave™ and a Visionary in Gartner’s Magic Quadrant, VML is celebrated for purposeful creativity and innovation.
About Hero MotoCorp
Headquartered in New Delhi, Hero MotoCorp is the world’s largest manufacturer of motorcycles and scooters for 24 consecutive years, with a customer base of over 125 million and a presence in 48 countries. The company operates eight manufacturing facilities and two state-of-the-art R&D centres, in India and Germany. Through collaborations with Harley-Davidson, Zero Motorcycles, and investments in Ather Energy and Euler Motors, Hero MotoCorp continues to shape the future of mobility, with innovation, sustainability, and sports partnerships at its core.
