The volume of two wheeler market in India stood at 14.2 million units in 2021 out of which nearly one third is accounted for by scooters. There exists a strong correlation between urbanisation and scooter purchase as the biggest metropolitan centers of India show a distinct preference for scooters over motorcycles. They are fuel efficient, trendy and most of all gender neutral. Hero wanted to promote the ‘Pleasure +’ as a brand that champions the idea of equality, has a cool new style and exciting new features. In a male dominant market, what’s better than getting female influencers to talk about a gender neutral product offering. A total of 25 female creators were onboarded to execute the campaign. Our creators created engaging product reviews while integrating a monologue about their lives and gender roles to make the content relatable. The idea was to enable these young women tell their story and how Hero Pleasure+ shared the common belief. The strategy was to get 2 popular female automobile vloggers to lead 23 female nano influencers from the world of fashion, lifestyle and beauty in order to position ‘Pleasure +’ as the preferred scooter brand for the Gen Z.