Publicis Play, Publicis Groupe's gaming offering in India has teamed up with Hero MotoCorp to introduce India’s on-ground gaming live stream event, featuring the recently launched Hero Xtreme 125R. The three-hour gaming event was live-streamed from Hero's Centre for Innovation and Technology in Jaipur, Rajasthan at the second edition of Hero World 2024.
The Xtreme 125R aims to capture the aspirational needs in mobility of the gen-next customers. The motorcycle is here to “Challenge the Extreme”, a leap ahead in terms of performance, styling, riding dynamics and safety. And, by integrating the adrenaline-fueled performance of the Hero Xtreme 125R with the thrill of battle royale gaming, the event aimed to showcase an unparalleled fusion of gaming and motorcycling excitement.
Rooter created an Xtreme Zone, which became the epicentre of live gaming action at the Hero World 2024. From here, India's gaming influencers, including Mortal, GamerFleet, LolzZz, and Dobby, challenged gamers to reach 125 finishes in 125 minutes while playing BGMI (Battlegrounds Mobile India).
The livestream was simulcasted across Rooter, YouTube and Glance and garnered a viewership of 60,000+, securing a position in the top 50 trending videos in the gaming category on YouTube.
Commenting on this initiative, Ranjivjit Singh, Chief Business Officer, India Business Unit, Hero MotoCorp, said, "At Hero MotoCorp, we believe that connecting with the sub-culture of the nation is an important ingredient to drive deeper connections with our audience. In India, Esports is an emerging subculture with the GenZ audience- they are not just playing games; they are crafting a new realm of competition, camaraderie, and culture through E-sports. For the launch of Hero XTREME 125R we identified gaming as a key passion point for our GenZ audience. The synergy between “Challenge the Xtreme and Gaming” is an indisputable proposition because it will enable our customers to forge bonds, break barriers, and become a canvas for their aspirations.
Jai Lala, CEO, Zenith India, said, “Hero MotoCorp's partnership with Publicis Play for the launch of the Hero XTREME 125R demonstrates the sheer power and cutting-edge prowess of our gaming-led marketing approach. By harnessing the dynamic synergy between motorcycles and gaming, we've shattered conventional norms, elevating engagement, and excitement to unprecedented heights."
Hari Krishnan, MD and Head, Publicis Content, stated, "Gaming is not just a pastime; it's a cultural phenomenon that has the power to connect people across diverse interests. We are thrilled to have partnered with Hero MotoCorp to pioneer this unique fusion of gaming and the new product launch. The success of the live stream is a testament to the potential of such innovative approaches in the marketing landscape."
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