MUMBAI, INDIA — Ninety One, one of India’s fastest-growing active lifestyle brands, has announced the launch of its new campaign ‘Engineered for More’. Millennial and Gen Z consumers today are adopting cycling as a lifestyle choice and are looking for differentiated and well-engineered products.
Ninety One’s newly launched campaign – ‘Engineered for More’ has been conceptualized in partnership with Sideways Consulting and will be promoted across TV, Digital and OTT mediums. This campaign highlights the well-engineered features & delightful riding experience of Ninety One Cycles by showcasing a young man who loves riding his Ninety One cycle to such an extent that he won’t get off his cycle as he goes about his entire day. Ninety One prides itself in crafting some of the most stunning bicycles built with world-class components, perfectly engineered to ensure a delightful riding experience.
Speaking on the launch of its new campaign, Sairam Subramanian, Chief Marketing Officer said, “At Ninety One we have an engineering led, consumer-centric approach to crafting our cycles. The idea for this campaign was conceptualised by listening to our consumers talking about their positive experiences with our cycles. Cycling is a passion that changes your lifestyle choices and becomes an integral part of your life.”
Excited about the flagship launch of Ninety One, Vishal Chopra, Co-founder and Managing Director said, “Ninety One represents the aspirations, dreams and vision of a modern, young, confident India that is looking to claim its rightful place in the world order. As we look to scale higher peaks, we are excited to bring alive our brand vision through the “Engineered for More” campaign. To new age India, a cycle represents more of an active lifestyle choice than just a means to travel; this helps make life’s small moments worth cherishing.”
Abhijit Avasthi from Sideways Consulting said “Cycling is one of those simple pleasures of life that offers so much more than just going from point A to point B. Each ride is never just a ride. Ninety One understands this connection that cycling enthusiasts have with their bikes and through our film we hope to bring alive this emotion in a refreshing manner. And of course, we will continue to build on this in our efforts further.”
Ninety One has also recently launched Meraki S7 and KTM’s Chicago Disc 271. Meraki S7 is a well-engineered e-bike that offers a comfortable riding experience and is the second e-bike to be launched by Ninety One after Meraki. KTM Chicago Disc 271 is a well-engineered MTB Bike equipped with sturdy TL Compatible Rims, KTM Line Rizer 680 mm handlebar mainly designed for mountain biking and SCHWABLE 27.5” tires to offer much-needed grip to cyclists on any terrain.
Ninety One has recently closed its Series A funding of ~US$ 30 million from marquee investors such as Avaana Capital, Titan Capital, A91 Partners and Fireside Ventures. Following the capital injection, Ninety One, the make in India, make for the world brand from AlphaVector (India) Pvt. Ltd., is now valued at ~INR 1,000 crores.
