India, 16th September 2025: VML, the global brand and digital transformation agency, has conceptualized a powerful new campaign for Hero MotoCorp’s HF Deluxe Pro, a motorcycle that has long been part of everyday Indian journeys. Titled ‘Naye Indian ki Deluxe Bike’, the campaign is a heartfelt tribute to millions of riders who move the nation forward with grit, optimism, and hope.
As the world’s largest manufacturer of motorcycles and scooters, Hero MotoCorp is empowering aspirations of millions around the globe through an extensive array of mobility solutions focused on style and comfort. Driven by its vision to ‘Be the Future of Mobility’, the company aims to push boundaries with sustainable innovation, pioneering technology and engineering that shape a future of mobility, designed to benefit generations to come.
The all-new HF Deluxe Pro is India’s leading 100cc brand, and it has just been launched with a bolder design, smarter features like LED headlamp, and even better fuel efficiency. The Brand HF Deluxe celebrates the spirit of the new-age Indian who is confident, value conscious, and progressive. To bring this vision alive, VML – a global brand creative and digital transformation company – partnered the brand to conceptualize a new campaign that is a significant departure from the traditional category communication.
The all-new HF Deluxe Pro is ready to ride with the ‘Real Heroes of New India’. For the go-getters. The changemakers. The everyday saviours who don’t just dream of a better tomorrow, they build it. Strong, dependable, and built to lead just like its rider.
The “Naye Indian ki Deluxe Bike” campaign comes with a unique storyline that sets it apart. The emotional sojourn of the ‘New India’s Real Hero’ is beautifully brought to life through a storyline that is built on the tenets of strong emotion. The emotion that brings out the ‘do-gooder’ image where the protagonist on his bike embarks on a rescue mission in treacherous jungle to get a lost baby elephant to unite with his mother. And, all throughout, the HF Deluxe Pro plays a pivotal role in this quest through its exemplary strength and all new features.
VML India brings a more personal, emotion-driven creative shift to the category. The campaign, in its story line film tells the story of a ‘new-age Indian’ who sets out on a courageous mission through dense jungles to reunite a lost baby elephant with its mother. At its core, it is a story of compassion, courage, and perseverance, values mirrored in the journey of ‘Naye Indians.’ The HF Deluxe Pro emerges as a steadfast companion, tough and reliable, built for every challenge.
Designed for the evolving needs of today’s riders, the HF Deluxe Pro combines style with everyday practicality. Refreshed graphics, chrome accents, and a segment-first LED headlamp with crown-shaped position lamp give it standout appeal, while the Horizon Digital Console with speedometer and Low Fuel Indicator adds everyday ease. Equipped with 18” wheels, tubeless tyres, a 130mm rear brake drum, and 2-step adjustable suspension, it ensures safety and comfort on all terrains. Powered by a 97.2cc engine delivering 7.9 bhp and 8.05 Nm torque, along with i3S technology and low-friction components, it delivers superior mileage with smooth performance.
For millions of families, the HF Deluxe Pro is more than just a mode of transport. It is the dependable partner that helps them reach their dreams, one ride at a time. With segment-leading features, striking design, and superior fuel efficiency, the new HF Deluxe Pro adds excitement to the entry-level motorcycle segment. With the launch of the all-new HF Deluxe Pro, the brand takes another leap forward, bringing to market a motorcycle that is bolder in design, smarter in features, and more efficient than ever before.
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. ‘Naye Indian ki Deluxe Bike’ transcends a mere product narrative; it stands as a heartfelt homage to the unsung heroes shaping modern India.”
Babita Baruah, Chief Executive Officer, VML India, said, “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. This campaign reflects VML India’s belief in purposeful creativity, where every frame carries the brand’s values and every moment leaves a lasting impact.”
Kalpesh Patankar, Group Chief Creative Officer, said, “The most successful work is always the work that’s rooted in real truth, because it has the power to resonate with the everyday lives of real people everywhere. Which is why, this film for Hero MotoCorp was created to strike a chord in the hearts of hundreds of millions of Indians living in the country’s heartlands. When you take apart the visual appeal and film craft, what remains is a simple but powerful emotional connect. And at VML, that is always what we ultimately want to create through our work – a strong emotional connect between brands and their patrons”
The campaign is already live across television, digital, print, and outdoor platforms, carrying forward Hero MotoCorp’s message of resilience, progress, and the power to overcome challenges, values that remain at the heart of the brand’s journey.