With its entry into the EV market last year in October 2022, Hero’s Vida and its electric scooter Vida V1 are set for the national launch across multiple cities with its 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, said the agency.
The campaign features a thematic brand film and product films which will be followed by print and various on-ground activations.
The thematic brand film revolves around an element that goes unnoticed by many; road signs. These road signs are an ode to the changemakers that history has witnessed. Vida wants to showcase that the trailblazers of today, will also live on through those who believe in them.
The cast includes real-life changemakers like Durga Gawde, Abhir Bhalla, Bhargsetu Sharma and Ashay Bhave.
The brand film:
The product films and upcoming print focus on showing the Vida V1 in all its glory. The research and development on the product is clearly reflected in industry-firsts like two removable batteries, 110 km of real-world range and 20-degree incline capacity, etc.; which are unique to Vida and its electric scooter, said the agency.
Product Film 1:
Product Film 2:
Product Film 3:
Commenting on the campaign, 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 behaviour 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"
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