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History shows us that the guy who has power and style is a ‘Hunk’ [huhngk] a. a handsome man with a well-developed physique. Today’s men are sensitive, paunchy, and less of men; can’t do hunk-like things and don’t speak like a hunk (n. Rambo); but they still want the power and the female attention. Since their bodies or actions can’t do it, they trust a bike will. Mysteriously, Hero Honda knows that.

After successfully imbibing the definition of ‘macho’ in the minds of consumers [n. men] with the 2007 TV commercial of hunk [n. bike], in 2009, the new TVC was conceptualised by many hunks over beers, hoping for an appraisal and to reinforce Hunk’s positioning.

Hunk 1: Last time we scared real bulls.
Hunk 2: This time, let’s go deeper. How about being metaphoric?
Hunk 3: (entering late): Traffic’s bad. Too many cars on the road.
Hunk 2: Perfect. Cars. The metaphoric bull pitted against four-wheelers. The bike category has not seen this kind of unique narrative for some time.
Hunks together: Cheers!

The TVC aims to bring forth the message that the brief, the boss and bartender insist upon: machismo. This it wants to convey with a simple fact: Nobody messes with this bike. But, due to bad network in the underground parking lot, nobody manages to tell the cars. Since the parking-lot watchman is out for a smoke, and since the cars have a mind of their own, they take it upon themselves to show who the man really is. Some cars make mean faces, while other wiser ones choose to watch before they act (how typically male). But all that only till the real man enters. No, not the watchman; the Hunk. Driven by an acute inferiority complex and fear, most cars scramble back into their respective parking spots. Except two cars, both of whom being the meanest and most egoistic, decide to fight it out to the very end. In a typically male way, they grab the only parking spot left. But, when they come face to face with the Hunk, they realise who they’ve messed with and move out. The Hunk parks itself majestically in the empty spot. Now if only the cars in Mumbai’s malls were this understanding.

The TVC brings alive all the qualities of men (aptly shown by the cars) and of a Hunk (illustrated by the Hunk). It establishes the Hunk’s identity as the most muscular motorcycle by literally transforming it into a bull. Like Dharmendra, this Hunk takes on beasts more powerful than himself, namely all the four-wheelers, and comes out the winner. What takes Bollywood three hours; the TVC does in only 45 seconds, exposing the naked truth: The Hunk is the only man among the men. If that doesn’t get men to take home the Hunk, the fact that it can get them parking surely will. If it still doesn’t, bulls to them.

The author is a writer &producer, and has authored the book —Welcome To Advertising, Now Get Lost.