Mumbai: Ninety One, one of India’s fastest-growing active lifestyle brands, has announced the launchofits new campaign ‘Engineered for More’. Millennial and Gen Z consumers todayare adopting cycling as a lifestyle choice and are looking for differentiated and well-engineered products.
Ninety One’s newly launched campaign – ‘Engineered for More’ has been conceptualized in partnership with Sideways Consulting and will be promoted across TV, Digital and OTT mediums. This campaign highlightsthe well-engineered features & delightful riding experience of Ninety One Cycles by showcasing a young man who loves riding his Ninety One cycle to such anextent that he won’t get off his cycle as he goes about his entire day. (Engineered For More | Ninety One Cycles – India | 2022 | Brand Film). Ninety One prides itself in crafting some of the most stunning bicycles built with world-class components, perfectly engineered to ensure a delightful riding experience.
Speaking on the launch of its new campaign, Sairam Subramanian, Chief Marketing Officer said, “At Ninety One we have an engineering led, consumer-centric approach to crafting our cycles. The idea for this campaign was conceptualised by listening to our consumers talking about their positive experiences with our cycles. Cycling is a passion that changes your lifestyle choices and becomes an integral part of your life.”
Excited about the flagship launch of Ninety One, Vishal Chopra, Co-founder and Managing Director said, “Ninety One represents the aspirations, dreams and vision of a modern, young, confident India that is looking to claim its rightful place in the world order. As we look to scale higher peaks, we are excited to bring alive our brand vision through the “Engineered for More” campaign. To new age India, a cycle represents more of an active lifestyle choice than just a means to travel; this helps make life’s small moments worth cherishing”
Abhijit Avasthi from Sideways Consulting said “Cycling is one of those simple pleasures of life that offers so much more than just going from point A to point B. Each ride is never just a ride. Ninety One understands this connection that cycling enthusiasts have with their bikes and through our film we hope to bring alive this emotion in a refreshing manner. And of course, we will continue to build on this in our efforts further.”