Hero Motocorp’s EV Vida V1 has been launched in multiple cities with a creative platform ‘Make Way’ conceptualised by Wieden+Kennedy India.
Make Way was born as a celebration of and a paean to changemakers, to exhort riders to bring about the change they want to see, informed an official statement.
The campaign features a brand film and product films which will be followed by print and various on-ground activations.
The thematic brand film features a group of youngsters who are changing society in their own way – taking care of strays, fighting felling of trees, cleaning up litter in public spaces and so on. AS they go about their tasks on their Vida scooters, we see the names of roads that bear the names of iconic changemakers – like ‘MG Road’, ‘Shakuntala Devi Marg’ and so on. The film ends with the message that the roads will bear the names of those who change the game.
The cast includes real-life changemakers like Durga Gawde, Abhir Bhalla, Bhargsetu Sharma and Ashay Bhave, the statement added.
The product films (and upcoming print campaign) focus on showcasing the Vida V1 and its features like two removable batteries, 110 km of real world range and 20-degree incline capacity.
Santosh Padhi (Paddy), Chief Creative Officer, Wieden+Kennedy India, said, “It was important for us to set a unique tone and personality for brand Vida, within the Hero family and also in the category. While other brands are still selling the EV category, we decided to up the game by tapping into the new age mindset and behavior in our narratives. The brand film is an ode to the changemakers who made this world more meaningful, while we kept Vida V1 at the core of our narratives. In both films, the casual, candid, slice of life storytelling was well captured by both the directors, it was much needed for us to be energetic, effortless and authentic as these are some of the pillars the brand is built upon.”
Credits
Client Team: Chandrasekar Radhakrishnan, Richa Ojha, Manav Sethi, Nirali Amrit Gada, Deepesh Hemnani, Aprajita Shandilya, Preeti Raheja Creative Agency: Wieden+Kennedy India
Creative Team: Santosh Padhi (Paddy), Kapil Batra, Sunayna Sabharwal, Rebecca Wright, Rodrigues Robert, Anirban Sengupta, Urvashi Das and Prakhar Khandelwal
Account Management Team: Ayesha Ghosh, Shreekant Srinivasan, Nick Gold, Aparna Battoo, Sankalp Anand, Joanna Grover, Priya Mehar Master and Devika Khurana
Planning Team: Anirban Roy, Divyanshu Bhadoria and Pulkit Verma Agency Producer – Namrata Vankudre
Brand Film Production Credits
Director: Ashim Ahluwalia
Director of Photography: K.U. Mohanan
Executive Producer: Nihirika Singh
Producer: Kshitij Ravi Prasad
Music Director: Sneha Khanwalkar
Chief Assistant Director: Elvis Elvira D’Souza
Product Film Production Credits
Director: Raylin Valles
Director of Photography: Yash Khanna
Producer: Apratim Bhatnagar
Executive Producer: Shouvik Basu
Chief Assistant Director: Anirudh Bairagi
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