As brands increasingly look beyond conventional media to create more engaging consumer experiences, DGTOOHL has partnered with Hero MotoCorp to bring the launch of the new Hero Destini alive through Hero MotoCorp’s first Programmatic Digital Out-of-Home (PDOOH) campaign powered by Google DV360.
Inspired by the concept “The Dragon’s Test,” the campaign turns conventional outdoor advertising into an immersive cinematic experience. The anamorphic film shows a mythical dragon emerging from a magical forest, testing the Hero Destini’s durability with fire, and finally becoming its guardian after acknowledging its strength — reinforcing the scooter’s proposition, “Built Strong. Delivers More.”
Designed as a 3D anamorphic experience, the dragon appears to leap beyond the screen, its wings stretching outside the LED frame, before revealing the Hero Destini as the story’s true hero.
Running simultaneously across Delhi, Mumbai, Bengaluru and Chennai, the activation combines visual effects and outdoor innovation to create a public spectacle while showcasing the scooter’s strong metal body and premium design.
Unlike traditional outdoor campaigns with fixed media planning, the activation uses Google DV360 for greater precision, audience-led planning and optimisation, reflecting a shift towards more intelligent, measurable Digital Out-of-Home advertising.
Shivalika Anand – CEO – DGTOOHL, said “Outdoor advertising is evolving from a broadcast medium to an addressable one. With Hero MotoCorp, our objective wasn’t just to create visibility for the new Destini, but to transform a product launch into a larger-than-life visual spectacle through the dragon anamorphic.
“This campaign is an important milestone in that journey and reflects the growing potential of Programmatic DOOH for brands looking to deliver smarter, more engaging consumer experiences,” Anand added.
Aashish Midha – Head of Marketing – Hero MotoCorp, said, “For us, the launch of the new Hero Destini goes beyond simply introducing a product; its about creating a distinctive and memorable brand experience for consumers. By combining immersive anamorphic storytelling with programmatic Digital Out-of-Home advertising, we brought the ‘Dragon’s Test’ narrative to life at scale, while reaching audiences in high-impact environments.
“Programmatic DOOH is an important part of this evolution, and we believe its role in future launches will only grow as brands look to build more dynamic, measurable and engaging consumer connections,” Midha added.
The campaign also marks another step in the evolution of automotive marketing, where launches are increasingly focused on creating immersive consumer experiences rather than relying solely on static visibility. By combining programmatic technology with creative storytelling, the Hero Destini launch demonstrates how Digital Out-of-Home is emerging as a more dynamic, measurable and experience-led medium for modern brands.
