Brand Wagon

By leveraging a male protagonist, Lifebuoy is refreshing its appeal & aligning with a larger consumer cohort

- Christina Moniz

BACK IN THE 1980s, there was one two-wheeler brand that was almost synonymous with its category, mopeds—the Kinetic Luna. The brand became a household name with its innovative advertising and its 'chal meri Luna' tagline, credited to Indian ad guru Piyush Pandey.

Little wonder then that in its prime, the Luna held over 90% of the moped market. In the early 2000s however, it had to halt production once brands such as Bajaj, Hero Honda and TVS shook things up.

But now, over two decades later, Kinetic Green, a subsidiary of Kinetic Engineering that manufactured the first Luna, has brought India's much-loved bike brand back, albeit in an electric avatar. And with it, the popular advertising tagline, chal meri Luna has also returned!

Sulajja Firodia Motwani, founder & CEO of Kinetic Green, explains why the new E-Luna is leveraging a 40-year-old tagline to recreate the 1980s magic. "We wanted to build on the brand's legacy and on the popularity of the campaign simply because it resonated so much with consumers. Much like the original Luna, the E-Luna also has aspirational appeal and our communication will build a sense of pride of ownership among consumers," says Motwani.