Vida and Wieden + Kennedy unveil installations to run for TCS World 10K

Delhi: Vida by Hero MotoCorp recently joined forces with Procam International for the TCS World 10K, Bengaluru as their Official Electric Two-Wheeler Partner. 

Vida unveiled two installations to commemorate their belief in moving towards a healthier lifestyle and cleaner planet. The installations were conceptualised and executed by Wieden+Kennedy India in collaboration with artists Rahul KP (Mechanimal) and Anant Nanvare.

Chandrashekhar Radhakrishnan (Chandru), head of business growth (emerging mobility), Hero MotoCorp, played a pivotal role in championing the collaboration with the agency.

Installation 1: Drawing a parallel between running and riding, this installation saw the two worlds blending together seamlessly. This piece of art aimed to showcase an aesthetically crafted Vida V1 with shoes instead of wheels. 

Conceptualised by Wieden+Kennedy India, the vision was brought to life by artist Mechanimal (Rahul KP).

Installation 2: Vida aimed to celebrate the trailblazers of tomorrow and remembering the ones before. The brand paid an ode to the marathon runner, Kelvin Kiptum with a mural made out of 1197 parts of the Vida V1 electric scooter. A champion long-distance runner, Kiptum holds the current world record for running the fastest marathon ever; including three of the seven fastest marathons in history: Valencia, London and Chicago.

The vision was brought to life by artist Ananth Nanvare and his team.

Kapil Batra, National Creative Director, Wieden+Kennedy India, commented, “The challenge was to create something that gels with the spirit of the marathon and doesn't come across as a forced brand promotion. The response we got from the marathoners

validates that the steps we took were in the right direction.“

Credits:

Agency: Wieden+Kennedy India

Brand Team: Chandrasekhar Radhakrishnan, Richa Ojha, Deepesh Hemnani, Nirali Amrit

Gada

Creative Team: Santosh Padhi (Paddy), Kapil Batra, Rahul Dutta, Ttarangg Manoj,Anirban Sengupta

Account Management Team: Ayesha Ghosh, Shreekant Srinivasan, Nick Gold, Payal

Dhawan, Sankalp Anand and Devika Khurana

Artists: Rahul KP and Anant Nanvare