Hero Lectro
Punjab Launch
BRIEF
Hero Cycles - World's No.1 leading bicycle brand - based in India launched a sub-brand for their e-bike offering called Lectro. The brief was to increase the e-bike brand's recognition in college-going kids and bring footfall to their stores in state of Punjab.
INSIGHT
When it comes to college going kids, there is always an empty spot between bicycle commute (which is very taxing) and motorcycle commute (which costs more and requires a license). The product perfectly sat in that spot. It was much better than a riding a bicycle and much cost-efficient than a motorcycle.
IDEA
The idea was to highlight the USPs of owning a Lectro e-bike over an ordinary bicycle and a motorcycle with multiple posters and billboards in Punjabi-Hinglish lingo throughout the state of Punjab.
The umbrella thought that tied all the communication together was 'ab kick nahi, switch maar' which loosely translated to 'dont just pedal your bicycle, click the switch on' or ' dont just kick-start your motorcycle, switch to lectro'.
