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Monday, February 10, 2025

Wieden+Kennedy India Rekindles the Joy of Cycling with Hero Cycles’ New Campaign ‘Cycle Hero Hai’

Wieden+Kennedy India has brought back the excitement of cycling with their latest campaign for Hero Cycles, titled ‘Cycle Hero Hai’. This campaign goes beyond simply promoting the product—it reshapes Hero Cycles’ brand identity by positioning the iconic brand as more than just a bicycle manufacturer. The narrative highlights Hero Cycles as a lifestyle choice that enhances urban living, aiming to connect emotionally with the modern consumer.

Through ‘Cycle Hero Hai,’ Hero Cycles redefines its role in the lives of its customers, encouraging them to see cycling not only as a mode of transportation but as an empowering, enjoyable, and sustainable way to navigate their daily lives. The campaign emphasizes the brand’s vision of being India’s most preferred cycle brand, aligning with the growing demand for health-conscious, eco-friendly, and stylish mobility solutions.

Yogesh Rijhwani, ECD, Wieden+Kennedy, Mumbai, said: “What excites us about ‘Cycle Hero Hai’, is that we don’t just celebrate the brand Hero, we celebrate the future of cycling. And honestly, there’s no better brand to own this narrative.”

The campaign playfully guises real-life frustrations as villains – Traffic? The cycle glides right past it. Mobile addiction? A ride in the park is the perfect break. Study pressure? Pedal your stress away. Junk food? Well, the cycle keeps you fit and energized, making better choices feel natural. The campaign speaks not just to the individual benefits of cycling but also to a larger cultural shift towards healthier, more active, and balanced lifestyles.

Rohit Sharma, CMO, Hero Cycles Limited, said: “The key challenge we tasked W+K India with was to reignite the excitement and, more importantly, bring back the joy of cycling, ensuring it’s seen not just as a niche interest for enthusiasts, but as a fun, and engaging experience embraced by the entire nation. Over the past six months, the W+K India team has been a true brand partner, both strategically and creatively. This campaign is a testament to their ability to capture the essence of our brand and translate it into a compelling cultural narrative. What excites me is the width of ‘Cycle hero hai’, and how it connects with every cohort of ours, be it an urban fitness buff or a student in a small village. I’m incredibly proud of what we’ve achieved together and excited to see the impact this will have on our market presence.”

This multi-layered message has been executed across digital platforms and outdoor advertising to appeal to a wide spectrum of Indians—teens, professionals, fitness enthusiasts, and casual riders alike.

Credits-

  • Credits
  • Client: Hero Cycles
  • Agency: Wieden+Kennedy India
  • CCO: Santosh Padhi (Paddy)
  • President: Ayesha Ghosh
  • Creative Team: Yogesh Rijhwani, Namrata Gosavi, Saurabh Padhye, Meghal Gehani, Devesh Rane
  • Account Management: Ravi Adhikari, Gargi Vegiraju, Karishma Atmaramani
  • Strategy: Tania Dey, Abhinashi Bhatia
  • TVC
  • Director and Photographer: Prashant Godbole
  • Music Director: Abhishek Arora
  • Executive Producer: Jitendra Kulkarni
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