MUMBAI: In a musical ode to the youth to flaunt their choice for trendy and sustainable e-cycles, Hero Lectro- the e-cycle brand of Hero Cycles, has launched its upbeat soundtrack #WantIttoFlauntIt on the occasion of World Bicycle Day. #WantItToFlauntIt is a jazzy brand anthem that plays into the zing and energy of the youth, who comprise a lion’s share of Lectro’s customer base.
The buoyant and spirited lyrics reflect how consumers are making a conscious choice to stay updated, and are not afraid to flaunt them. The creative use of artistic masterpieces such as renaissance art god Leonardo da Vinci’s Mona Lisa from the 16thCentury and 19th century Norwegian expressionist artist Edvard Munch’s The Scream, the brand anthem makes a case for breaking stereotypes and asserting one’s choice, for standing true to passions and beliefs.
Hero Lectro chief executive officer, Aditya Munjal said, “The main idea behind this initiative is to celebrate the spirit of cycling. This anthem is an ode to the young & passionate cyclists out there who are not only clear about the choices they make, but also why they make them. We chose the occasion of World Bicycle Day to spread awareness about E-cycles as a category and start a dialogue with the youth who don’t believe in what’s being handed down to them but rather challenge the status Quo. Hero Lectro as a brand aims to revolutionise the personal transportation industry and E-cycles are fun, environment friendly and an ideal way to go about it.”
The digital campaign was released on Hero Lectro social media handles and will also be a part of the upcoming television commercial (TVC).
