Saatchi & Saatchi India partners with Hero MotoCorp for Xtreme 250R campaign

Saatchi & Saatchi India has partnered with Hero MotoCorp, the world’s largest manufacturer of motorcycles and scooters, to roll out a new integrated campaign for the Hero Xtreme 250R – a machine that redefines performance and style in the 250cc motorcycle segment.

Leading with a brand film, the campaign positions the new streetfighter as category-defining, one that is the fastest and sharpest in its class, encouraging riders to own the street and the spotlight. A statement of confidence, the campaign is a flex of engineering prowess, and a signal of Hero MotoCorp’s evolved premium vision. Rooted in the insight that speed today is as much about self-expression as it is about performance, the campaign targets a new generation of riders who crave speed, agility, and style.

Set against the industrial backdrop of a gritty container yard, the film stages a dramatic face-off between the Xtreme 250R and a line-up of high-performance sports cars, a visual metaphor for breaking convention. The narrative plays out as a high-speed challenge, where the motorcycle’s precision, acceleration, and control outmatch its four-wheeled rivals. Designed to resonate with first-time 250cc buyers, the story subverts traditional power dynamics to deliver a bold message: ‘Streets Have A New GOAT’, establishing Xtreme 250R as the ultimate street machine.

Kartik Smetacek, Chief Creative Officer, Saatchi & Saatchi India, said: “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.”

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.”

Through a high-impact media mix spanning television, digital, print, OOH and cinema, the campaign is set to reach consumers across the country.