In an exciting new collaboration, Hero Cycles has partnered with Wieden+Kennedy (W+K) India to launch the ‘Cycle Hero Hai’ campaign, aimed at reviving the joy of cycling.
This campaign is not just about promoting a product; it’s about changing how cycling is perceived across India. By repositioning itself as more than just a manufacturer, Hero Cycles seeks to redefine its brand as a key player in urban mobility and a catalyst for healthier lifestyles.
W+K India’s Executive Creative Director, Yogesh Rijhwani, highlighted the innovative direction of the campaign. “With ‘Cycle Hero Hai,’ we’re not only celebrating Hero Cycles, but also the transformative power of cycling. There’s no better brand than Hero Cycles to lead this movement,” he explained.
The core idea behind the campaign is to make cycling a solution to real-world frustrations, while also embracing it as part of a larger shift towards more active and balanced living. Whether it’s cutting through traffic, escaping from the digital world, reducing stress, or staying fit, cycling is portrayed as a remedy to many modern-day challenges.
The campaign cleverly turns everyday frustrations into villains, from the gridlocked streets to mobile phone addiction and the pressure of exams, offering cycling as the hero that saves the day. Beyond personal benefits, ‘Cycle Hero Hai’ aims to connect with the cultural shift towards healthier choices and a more active lifestyle, positioning cycling as a fun, engaging, and accessible option for all.
Rohit Sharma, Chief Marketing Officer of Hero Cycles, shed light on the brand’s vision behind the campaign. “We tasked W+K India with reigniting the excitement and joy of cycling in a way that resonates with all kinds of riders—not just hardcore enthusiasts, but everyone from teenagers to working professionals. The W+K team has brought this vision to life with creativity and precision, capturing what makes cycling such a universally enjoyable experience.”
The wide appeal of the campaign is particularly notable. It targets a diverse audience, ranging from fitness enthusiasts and city commuters to students in small towns, ensuring that cycling is seen as both a practical and fun activity for everyone. The campaign message has been amplified through digital media and outdoor advertisements, making cycling a topic of conversation across India.
‘Cycle Hero Hai’ is poised to reconnect Hero Cycles with its audience in a deeper way, and the campaign’s impact is already being felt across various platforms. By transforming the brand’s narrative, Hero Cycles aims to lead a cultural shift where cycling is no longer just a niche activity but an essential part of everyday life in India.
This partnership with W+K India marks a fresh chapter for Hero Cycles, aligning the brand with contemporary values of health, fitness, and urban mobility while celebrating the simple, timeless joy of riding a bike.
