From high-performance adventure bikes to machines designed for the best city commuting experience, different bicycles offer diverse riding experiences to cyclists. Bicycle lovers are on a constant lookout to find the perfect machine to suit their lifestyle and riding requirements. If you are one of those bikers looking for a bicycle perfectly matching your needs, Hero Cycles’ new campaign is a shout out to you!
With its focus on introducing India’s bikers to the diverse and versatile world of premium bicycles, Hero Cycles’ new campaign #ThePerfectMatch has created a strong buzz among a large number of bicycle lovers.
Every cycle has its own purpose and is built for different personalities. Similarly, every rider has his/her own requirements. Some bikers are looking for bikes that help them meet their fitness goals, others are looking for an adventure experience of biking across difficult terrains. Yet others have a basic requirement such as commuting to the office or riding to a coffee joint.
Hero’s digital campaign aims to engage India’s urban bicycling community in a discussion about what they expect from a bicycling experience and introduce them to the perfect bicycle designed to suit their needs. A parallel aim of the campaign is to generate greater awareness about premium bicycles and encourage millennials to take up cycling as a lifestyle and fitness activity.
“Unlike 20 years back when the Indian bicycle market offered only select products with limited diversification and just a handful of lifestyle bikes, the market today is replete with a large range of products. Every bicycle is created to serve a different purpose and suit a different personality. However, bike lovers often do not understand the technical variations in products and how they boost a different kind of riding experiences. Our campaign #ThePerfectMatch aims to engage bicycle lovers and help them find the bike they are looking for,” said Mr. Pankaj M Munjal, Chairman and MD, HMC, a Hero Motors Company.
The COVID 19 pandemic gave cycling a major push across the world as more people turned to the two-wheeler to avoid crowded public transport systems and to achieve their fitness goals. In India as well, the demand for bicycles surged in the post COVID period with fitness and lifestyle bikes being particularly sought after.
Hero Cycles, a leading player in the industry for over seven decades is on a constant communication endeavour to reach out to millennial, showcase the premium world of cycles to them and entice them towards cycling.
“Urban India is today witnessing an increasing cycling culture with biking communities emerging across cities and young men and women taking up cycling to meet their fitness goals. Official initiatives such as the Cycles4Change campaign by the Smart City Mission and individual urban initiatives to create biking lanes in cities have helped create a positive narrative for cycling. This has further generated more interest among young consumers who are on a lookout for cycles which turn out be their perfect match. Our campaign aims to tap on to these consumers and help them find the right biking match for their personality – be it lifestyle biking, city riding, or riding for exploration or adventure purposes,” added Mr Munjal.
With #ThePerfectMatch campaign, the brand is targeting current bicycle users, potential bicycle users and consumers seeking an active lifestyle. The campaign projects the right cycles for them by personifying bikes to match their use and style.
The key brand highlight of this 45-day campaign is Hero’s premium range Hero Sprint and, Sprint Pro a collection of high-performance lifestyle, fitness and sports bikes that appeal to the millennial consumer.