Wieden+Kennedy India has reignited the joy of cycling with their new Hero Cycles campaign, ‘Cycle Hero Hai’.
This new campaign crafts a whole new brand narrative for India’s leading cycle manufacturer. By repositioning Hero Cycles from a mere bike manufacturer to the ultimate urban lifestyle enhancer and India’s most preferred cycle brand.
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
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
