Lectrix EV has rolled out a campaign to pay tribute to the successful landing of Chandrayaan-3 on the moon to highlight its special edition launch Moonshine.
The campaign and launch aims to inspire people to set and achieve personal goals, reflecting the ambition and technology behind India's space mission.
Conceptualised by EFGH, the film is set against a backdrop of visuals and a thought-provoking narrative, this film poses a question: How far do you want to go? It intertwines moments of history and relates it with uncovering one's own pinnacle. Through each scene, the film aims to convey that success isn't just achieved; it's forged through relentless dedication and an unshakable belief in one's goals.
Mainak Bag, general manager, Lectrix, said, “Brands today need to be culturally relevant and current. It’s not enough to just produce great products. That’s how we looked at 23rd August. The India post-23rd August will be a different India, where science and exploration become reasons for self-belief and national pride. This is a momentous occasion. LXS Moonshine is a tangible way for people to remember and cherish this moment.”
Emmanuel Upputuru, founder and creative chairman, EFGH Brand Innovations, said, “This is not just one more social post which is a part of moment marketing. It is walking the talk to allow customers to celebrate this landmark moment by actually offering a product that people can be proud to own. So, we designed a special look for the LXS Moonshine including a special badge. Riding the LXS Moonshine is like wearing a badge of pride. We want to introduce into the culture ‘What’s your moon?’, as the new ‘what’s your goal?’ - Each aspiration is a ‘moon’ being chased by the audience. To see these moons on the actual picture of the moon on the website is going to be interesting.”
View the creatives here:
CREDITS:
Client: Lectrix EV
Creative agency: EFGH
Digital Partner: Square Radius
Film production: Joshua Tree
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