The campaign titled “Chal Meri Luna” pays homage to the legendary 1970s tagline that turned the original Luna into a cultural phenomenon while reimagining it for the electric era.
Blending nostalgia with cutting-edge technology, the campaign positions the E-Luna as a versatile, eco-friendly mobility solution for modern India.
A Timeless Legacy Recharged
The original Luna, introduced in the 1970s by Kinetic Group, became a symbol of affordability and reliability for millions of Indians. Its iconic “Chal Meri Luna” ad campaign celebrated the vehicle’s role in empowering everyday aspirations—from students commuting to college to small business owners delivering goods.
Now, Kinetic Green’s E-Luna, launched in 2024, carries forward this legacy with a zero-emission twist. The new TVC resurrects the beloved tagline but infuses it with themes of sustainability, innovation, and humour, targeting both loyal Luna enthusiasts and a new generation of eco-conscious riders.
Nostalgia Meets New-Age Innovation
Crafted by 82.5 Communications (part of the Ogilvy Group), the campaign features three light-hearted TVCs that highlight E-Luna’s modern features:
- Long-range efficiency: Up to 110 km on a single charge.
- Robust utility: Designed for India’s diverse terrain with superior load-carrying capacity.
- Eco-smart design: A cost-effective, low-maintenance alternative to fuel-powered bikes.
The ads juxtapose the E-Luna’s retro-inspired styling with its advanced electric drivetrain, emphasizing its suitability for urban commuters and rural users alike. Humorous vignettes showcase the bike navigating bustling cities, rural landscapes, and everything in between, underscoring its role as a “partner in progress” for aspirational India.
Leadership Insights: Bridging Generations
Sulajja Firodia Motwani, Founder and CEO of Kinetic Green, shared, “The E-Luna isn’t just a vehicle—it’s a movement. By reviving ‘Chal Meri Luna’, we’re honouring a legacy while steering it toward a greener future. This campaign speaks to those who cherished the original Luna and invites younger riders to join the EV revolution.”
Advertising maestro Piyush Pandey, Chief Advisor at Ogilvy Group, reflected on the creative challenge: “The Luna was more than a bike; it was a cultural megatrend. Reimagining ‘Chal Meri Luna’ for today’s audience required balancing nostalgia with innovation. The result is a campaign that’s both heartfelt and forward-thinking.”
Mayur Varma, CCO of 82.5 Communications, added, “The E-Luna is built for India’s hustlers—those who value practicality without compromise. Our ads celebrate their spirit, showing how this electric workhorse fits seamlessly into their dynamic lives.”
Market Momentum and Strategic Vision
Since its 2024 debut, the E-Luna has disrupted the EV sector, with over 25,000 units sold nationwide. Kinetic Green aims to accelerate growth through an aggressive marketing push and an expansive network of 500+ dealers, ensuring accessibility even in remote regions. The company views the E-Luna as a catalyst for India’s transition to sustainable mobility, particularly for middle- and lower-income demographics seeking affordable, reliable transportation.
Launching a New Chapter
The “Chal Meri Luna” campaign debuts today across television, digital platforms, and social media. With its mix of humour, emotion, and retro charm, Kinetic Green hopes to not only drive E-Luna sales but also reignite a sense of pride in a brand that once defined mobility for millions. As the original Luna symbolized freedom in the 20th century, its electric successor now embodies a cleaner, smarter vision for the future.
About Kinetic Green:
A subsidiary of the Kinetic Group, Kinetic Green is a leader in electric vehicles, specializing in eco-friendly two-wheelers, three-wheelers, and energy solutions. Committed to advancing India’s sustainable mobility goals, the company combines decades of automotive expertise with cutting-edge EV technology.
