The Campaign

Our aim was to get people to start thinking of cycling, to nudge them to cycle short distances around their homes, replace 2 wheelers or cars to travel to gyms, for buying groceries etc. Thus building a habit. To complement the odd-even traffic scheme, Hero Cycles launched a campaign. We communicated to people not only about the positives of cycling but also how people can contribute at their end into the whole movement. about: A beautiful line communicated our intent: “Yeh odd par bhi chalegi even par bhi chalegi, Hero Cycle Ab Har Din Chalegi’ (Ride on Odd day, Ride on even day. Hero cycles will ride every day) We even used “CYCLE KI GHANTI” (Cycle bell) as the campaign mnemonic to awaken Delhites. This ghanti (bell) symbolized change- Traffic jam ki and Pollution ki ghanti bajegi.

Creative Execution

Extensive 15 days long radio promotion with more than 13425 seconds (pre –rolls, regular FCT, contests, interviews and RJ mentions) We also reached the homes of the dilliwalas with an impactful print campaign (print advertising + media net) A brigade of young appealing Cycle Heroes pedaling the key city locations of city, spreading campaign message. On Ground 15000 Ghanti was distributed to Delhites. Furthermore, consumers were asked to visit the nearest Hero Dealer location with the ghanti to avail various offers on the Hero products. #dillikighanti was popularized creating social footprints across Twitter, FB & Brand website. Live polls were conducted asking consumers of their views on the campaign. Tweets, shares, views, posts and ads were implemented giving organic and inorganic strength to the campaign. We asked consumers to also post their “cycle wali selfie” and be a part of the movement

The radio campaign attracted so much attention that it got covered by Newspapers and News channels. • 30 lakh worth of organic PR on TV across 6 leading news stations – News Nation , CNN IBN , IBN 7, Z News, India News, Aaj Tak and 15 lakh worth of print coverage in Times of India • Social Chatter: o 12.5 lakh conversations for #dillikighanti o Our website saw 3.9 lakhs brand page views during the campaign duration. o The FB page saw 1793.3% increment in brand followers o We created 68,058 impressions with 2,000+ poll responses o Our youtube video garnered 91,464 views o Our Ghanti distribution campaign led to more than 5000 queries being generated across 50 dealer stores across Delhi NCR.

Global warming is a reality. Pollution plays a major role. Vehicular pollution is one of the major contributor. Odd-even traffic scheme, cap on diesel vehicles etc are temporary measures. We need to awaken people to the negatives/hazards of pollution. Need to get people to change the way they commute. World over cycling is being seen as an alternative mode of travel. In league with this thought process, hero cycles took a pioneering approach. And launched a program to move people out of their lethargy and start by taking small steps, nudge them to cycle short distances thus building a habit

Primary TG: Youth in the age band of 15-35, both Male female SEC AB A high frequency campaign was actioned. Creating a Vision: Encourage consumers to think of cycling as an activity-aunt from the Kitty Party, the guy from the gym, the independent delhi girl & the health enthusiast from office. Communication: Multiple Media was used to communicate with our audience. Print ads ensured reach, Digital and radio ensured a window into consumer’s life and have a two way dialogue. #dillikighanti was used across social media to ensure consumer involvement. Various contests were built in throughout the day to encourage consumers to talk to us, share their opinions and be participative. Created Advocates: Cycling needed to look cool. Cycle Heroes, band of cycle riders took the roads by storm, pedaling on the key locations of the city prompting people to give up their lethargy & adopt cycling.