Lifestyle band Ninety One, has launched a campaign ‘Engineered for More’, for it’s range of cycles. Conceptualised by Sideways, the film targets the Gen Z and millennials and positions Ninety One’s cycles as more than just a means to travel.
The film features the protagonist doing almost all his tasks with the help of his cycle. Right from taking the cycle’s support for his workout, taking a bath while seated in it, enjoying the company of a date while riding, to sleeping with it at night. The film indicated that the cycles are engineered in a way that helps them do much more than just tag along for the ride.
Sairam Subramanian, chief marketing officer, 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. 91 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.”
The campaign will be rolled out across TV, digital and OTT.
Founders – Abhijit Avasthi, Sonali Sehgal
Strategy – Mohammed Zahid Hussain, Mitali Kamath, Neha Thawali
Creative – Sameer Sojwal, Sreekumar Puthan Veetil, Viraj Nandivadekar, Prashant Sinha,
Account management – Aditya Dhull, Aahiri Ghosh