Hero MotoCorp has rolled out a campaign ‘Streets Have a New G.O.A.T.’, to spotlight the Hero Xtreme 250R’s performance and style in the 250cc segment.

The campaign consists of an ad film conceptualised by Saatchi & Saatchi. 

The film opens with a woman noticing a ‘loser smile’ sticker on the back of a friend’s car. Curious, she asks why it’s there. Before the car owner can answer, his friend cuts in: “Because he earned it.” That line sets off a flashback. We’re taken to a thrilling street showdown between the two friends, one in the car, the other on the Hero Xtreme 250R. Before the race begins, the biker makes a bold claim: if he loses, he’ll take the L. What follows is a fast-paced duel between machine and machine, ending with the Xtreme 250R roaring past the finish line. Cut back to the present, and now we know the L on the car isn’t just a joke, it’s a badge of defeat. The film positions the Xtreme 250R as the ultimate street machine, one that earns respect on the road.

What we think about it: Delivers a slick, high-energy narrative that cleverly flips the idea of ‘taking the L’ into a brag-worthy win for the Xtreme 250R. Its cinematic execution and clear performance flex hit the right note for Gen Z and first-time buyers. While the metaphor is cheeky and memorable, the storytelling feels slightly familiar to other motorcycle brands, but the execution carries enough attitude to make it land is what we feel.

Aashish Midha, head – marketing, India business unit, Hero MotoCorp, said, “The Xtreme 250R – the fastest in its class – represents our commitment to delivering high-performance engineering with unmistakable style. Designed by Saatchi & Saatchi India, the campaign is crafted for a generation that leads with confidence, individuality, and purpose. The motorcycle has already set a benchmark in the segment and is receiving strong acceptance from customers across the country. Every second from 0 to 60 is a flex of speed, attitude, and precision. This isn’t just a motorcycle. It’s a statement.”

Kartik Smetacek, chief creative officer, Saatchi & Saatchi India, added, “The thing that stood out in the brief was the Xtreme 250R’s acceleration – 0 to 60 kmph in 3.2s. A little digging showed us that this wasn’t just the fastest 250, it was one of the fastest things on the road, period. Our idea came from the insight that speed is fundamentally about bragging rights. That’s what we brought alive in a simple, impactful way.”

The campaign has been rolled out across television, digital, print, OOH and cinema. 

CREDITS:

Agency: Saatchi & Saatchi India 

Client: Hero MotoCorp

CEO: Paritosh Srivastava

Chief strategy officer: Ekta Relan

Chief creative officer: Kartik Smetacek

Executive vice president: Debarjyo Nandi

Creative: Balakrishna Gajelli, Trishay Kotwal, Chetan Kapoor, Ambadas Wadisherla, Sandeep Salunkhe and Prashant Patankar. 

Account management: Aditya Ranjan, Alisha Furniturewalla, Bhavna Sukhija and Kartik Deo

Strategy: Digvijay Dube

Production house: Prodigious India

Managing partner: Varun Shah

Executive producer: Akshay Multani

Associate producers: Zahra Kachwala, Samraggi Mukherjee

Director: Ken Rolston

DOP: Yash Khanna