With its entry into the EV market last year in October 2022, VIDA and its electric scooter VIDA V1 is aiming to raise the bar with a national launch across multiple cities with its creative platform Make Way conceptualized by Wieden+Kennedy India.
According to the agency, Make Way was born as “a celebration of and a paean to changemakers, to exhort riders to bring about the change they want to see.”
The campaign features a thematic brand film and product films which will be followed by print and various on-ground activations. The brand film revolves around an element that goes unnoticed by many; road signs.
The cast includes real-life changemakers like Durga Gawde, Abhir Bhalla, Bhargsetu Sharma and Ashay Bhave.
The product films and upcoming print focuses on showing the VIDA V1 in all its glory. The research and development on the product is clearly reflected in industry-firsts like two removable batteries, 110 km of real world range and 20-degree incline capacity, etc.; which are unique to VIDA and its electric scooter.
Commenting on the campaign, Santosh Padhi (Paddy), Chief Creative Ocer, Wieden+Kennedy India, said, “It was important for us to set a unique tone and personality for brand VIDA, within the Hero family and also in the category.
While other brands are still selling the EV category, we decided to up the game by tapping into the new age mindset and behavior in our narratives. The brand film is an ode to the changemakers who made this world more meaningful, while we kept VIDA V1 at the core of our narratives. In both films, the casual, candid, slice of life storytelling was well captured by both the directors, it was much needed for us to be energetic, eortless and authentic as these are some of the pillars the brand is built upon”.
Client Team: Chandrasekar Radhakrishnan, Richa Ojha, Manav Sethi, Nirali Amrit Gada, Deepesh Hemnani, Aprajita Shandilya, Preeti Raheja
Creative Agency: Wieden+Kennedy India
Creative Team: Santosh Padhi (Paddy), Kapil Batra, Sunayna Sabharwal, Rebecca Wright, Rodrigues Robert, Anirban Sengupta, Urvashi Das and Prakhar Khandelwal
Account Management Team: Ayesha Ghosh, Shreekant Srinivasan, Nick Gold, Sankalp Anand and Devika Khurana
Planning Team: Anirban Roy and Pulkit Verma