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Active lifestyle brand Ninety One launches ‘Engineered for More’ campaign

The new campaign for Ninety One - 'Engineered for More' was conceptualised with the help of Sideways consulting and will be promoted across TV, Digital and OTT mediums

Click on the image to watch the TVC

Ninety One, an active lifestyle brand, has launched its new campaign 'Engineered for More'.

Today's GenZ and millennial consumers are adopting cycling as a lifestyle choice and are looking for differentiated and well-engineered products. Ninety One aims at crafting some of the most stunning bicycles built with world-class components, engineered to ensure a delightful riding experience.

The new campaign for Ninety One - 'Engineered for More' was conceptualised with the help of Sideways consulting and will be promoted across TV, Digital and OTT mediums.

It is built around the insight that when people get into cycling, it becomes so much more than just a means to travel. The cycle becomes an integral part of their life. This campaign highlights Ninety One cycle's well engineered features and riding experience by showcasing a guy who is in love with his Ninety One cycle. So much so that he doesn't want to get off it and goes about his entire day on his cycle. 

Sairam Subramanian, Chief Marketing Officer at Ninety One, said, "At Ninety One we have an engineering-led, consumer-centric approach to crafting our cycles. This campaign idea actually came from speaking with our own consumers and their positive experiences with our cycles. Cycling is a passion that changes your lifestyle choices and becomes an integral part of your life."

Vishal Chopra, Co-founder, Ninety One, 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 so much more than a means to travel; it represents an active lifestyle choice that helps make life’s small moments worth cherishing."

Abhijit Avasthi, Co-Founder, Sideways Consulting, said, “Cycling is one of those simple pleasures of life that give us all 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 fans of cycling have with their bikes. With our film we hope to bring alive this emotion in a cool contemporary manner. And of course, we will continue to build on this in our efforts further."


Founders: Abhijit Avasthi, Sonali Sehgal

Strategy: Mohammed Zahid Hussain, Mitali Kamath, Neha Thawali

Creative: Sameer Sojwal, Sreekumar Puthan Veetil, Viraj Nandivadekar, Prashant Sinha, Ashish Shedge

Account Management – Aditya Dhull, Aahiri Ghosh

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