Wardwizard Innovations and Mobility has rolled out a campaign titled ‘#BharatkaJoy’ (the joy of India) to highlight its electric two-wheeler brand, ‘Joy e-bike'.
Conceptualised by WideAngle Studios, the film captures the emotions of Indians across different landscapes through an anthem titled ‘Saath Chalein’ (go along). Starting from Kashmir, the film showcases the culture and emotions of the Indian crown with Wolf+, Nanu+, and Beast, rushing on icy terrains in Zojila pass with the anthem playing in the background. The film then depicts Rajasthan, showcasing the culture and traditions of Rajasthani people with a Wolf+ in the middle under the backdrop of Amer Fort. The journey continues, driving the Wolf+ along the ghats of Varanasi showcasing the joy of spirituality and the food culture of that area. The film switches to a panoramic view of the Nanu+ rushing along the backwaters of Alleppey, Kerala. The film ends with a message of unity ‘Saath Chalein Hum Tum’ (let’s go along together).
Yatin Gupte, chairman and managing director, Wardwizard Innovations and Mobility, said, “Our new brand campaign is dedicated to bringing a sense of joy and happiness. The film captures diverse cultures along with the moral values that depict the story of each region and its traditions. This campaign further highlights the electrifying evolution that the country is going through for a healthier environment as well as our intent toward sustainability. Ushering the positivity and power, our new anthem ‘Saath Chalein’ will resonate with the aspirations of all Indians.”
Creative agency: WideAngle Studios
Director: Vashishth Upadhyay
Producer: Shahid Pathan, Vashishth Upadhyay
Production house: WideAngle Studios
DOP: Pratik Parmar
Music and lyrics: Siddharth Amit Bhavsar