More than a bike, EMotorad’s latest campaign is a heart-powered ride

EV brand EMotorad launched its new campaign, ‘Dil se aawaaz ayegi.’ (A voice from the heart). Starring cricket legend Mahendra Singh Dhoni, it showcases the brand's foldable and fat-tyred e-cycle, Doodle V3.

In the ad, Dhoni is seen in a garage surrounded by various bikes, imitating the unique sounds each one makes, like ‘Vroom vroom’ and ‘Vaun vaun’. The ad builds intrigue when Dhoni asks, "What sound will your cycle make?" An EMotorad representative responds to this stating ‘Dil se aawaaz ayegi’, and the campaign transitions to a scene of Dhoni riding the e-cycle going “Weeeeeee, Woooooooo”.

On the campaign, Aditya Oza, co-founder and chief marketing officer at EMotorad, said, "’Aawaaz dil se aayegi' is more than just a tagline; it’s how we envision riders would feel when they ride our e-cycle! With every campaign we create, we aim to instill the soul of the brand and express it through content. Good advertising evokes emotions, and that’s what our campaign is about.”

Campaign’s take: EMotorad’s campaign is set to strike a chord with Indian EV bike enthusiasts, who love products that tug at the heartstrings, which is what this campaign does. The tagline, ‘Dil se awaaz ayegi’ (A voice from the heart), isn’t just catchy—it’s a promise of joy and emotional fulfilment. EMotorad’s e-cycle is portrayed not just as a mode of transport but as a soulful experience, something that resonates with the Indian penchant for meaningful purchases.

Enter cricketing legend MS Dhoni, whose passion for bikes is no secret, which makes him the perfect face for the campaign. When he mimics bike sounds and rides the Doodle V3, it feels real and relatable, adding a layer of authenticity.  

The ad’s setting—Dhoni’s garage brimming with bikes—hits home for bike enthusiasts. His playful imitation of engine sounds adds an element of fun, while the question, ‘What sound will your cycle make?’ piques curiosity. The answer, of course, is that it’s not just about the sound—it’s about the feeling, the connection, and the joy that EMotorad promises.

This campaign works because it’s relatable. It taps into the nostalgia of bike riding, the joy of making engine sounds as kids, and the emotional satisfaction that comes with a great ride. Dhoni, with his down-to-earth charm and widespread appeal, embodies the spirit of the campaign perfectly.