Chal Meri Luna 2.0: Nostalgia gets an electric upgrade

Kinetic Green Energy and Power Solutions’ new television campaign for the E-Luna is rooted in the nostalgia of its famous ‘Chal meri Luna’ (Come, my Luna). This was the advertising tagline of the original Luna from Kinetic.

It showcases the E-Luna's advanced technology, practicality, and eco-friendly performance, while honouring the original Luna's legacy of simplicity and reliability. Designed to resonate with a diverse audience, this campaign highlights how the E-Luna continues to be both relevant and meaningful in today’s era.

Like the original ‘Chal meri Luna’ campaign, this latest creation is also led by Piyush Pandey, chief advisor of the Ogilvy Group. The new campaign also will present three new television commercials, just like the old campaign did, and it also aims to connect with the audiences emotionally with a touch of humour.

Given that the E-Luna is an all-electric bike, the key attributes highlighted in this campaign include its impressive long-distance range on single charge in addition to its versatility as an everyday mobility solution, and its robust load-carrying capacity, making it ideal for Indian roads. The campaign emphasises the environmental advantages of electric vehicles (EVs) while positioning the E-Luna as a smart and versatile solution for both urban and rural transportation needs.

Speaking on the occasion, Sulajja Firodia Motwani, founder and CEO, Kinetic Green said, "This campaign is a celebration of the Luna legacy while positioning the E-Luna as the future of mass mobility. Our vision is to make the E-Luna synonymous with versatility, and progress empowering users with a smart mobility solution that seamlessly integrates into their daily lives. With this TVC, we aim to evoke nostalgia while inspiring a new generation to embrace electric mobility.”

Piyush said, “Reviving the Luna brand with a modern twist was both a challenge and a privilege for the Group. Our ‘Chal Meri Luna’ campaign made Luna a cultural icon, a ‘Safalta Ki Sawaari’ for an entire generation. Now, Arun Firodia’s daughter Sulajja Firodia is driving this legacy forward.”

The new campaign for E-Luna has been crafted by 82.5 Communications, part of the Ogilvy Group, and blends nostalgia with new-age mobility through three light-hearted, memorable TVCs. “For our team at 82.5, these aren't just ads—they are a tribute to Luna’s evolution and an exciting new chapter in its journey,” Pandey added.

Mayur Varma, chief creative officer, 82.5 Communications stated, “E-Luna is electric. E-Luna is street-smart. E-Luna is made for the hustlers of India. In times where communications are built on cultural trends, Chal Meri Luna is a timeless cultural megatrend in India. And with Luna coming back in its e-avatar, it is time to tell contemporary stories on this megatrend.”

Launched in 2024, the E-Luna has over 25,000 units already powering the streets. This overwhelming response highlights the rising demand for sustainable and efficient mobility solutions.

Building on this momentum, Kinetic Green is set to drive its growth even further through an aggressive marketing strategy, leveraging its expansive and well-established dealer network of over 500 dealers across India. This strong distribution backbone will ensure greater accessibility, wider reach, and a seamless ownership experience for customers nationwide.

In the 1970s, the ‘Chal Meri Luna’ television commercial became one of India's most iconic ad campaigns, capturing the essence of freedom and accessibility. Launched by Kinetic Group, Luna was designed as an affordable, practical, and fuel-efficient two-wheeler for the masses, revolutionising personal mobility, especially for the middle class.

Campaign’s take: Kinetic Green’s latest TVC for the E-Luna takes a high-voltage ride down memory lane—only this time, it's electric. Reviving the legendary ‘Chal Meri Luna’ tagline, the campaign seamlessly blends nostalgia with modern aspirations, turning a once-iconic moped into a futuristic, sustainable ride for today’s India.

The original Luna was a symbol of freedom for students, officegoers, and small business owners, offering an affordable, no-fuss commuting solution. Kinetic’s latest campaign cleverly reimagines that spirit for a generation that values both mobility and sustainability. The ad infuses humour to bridge the generational gap, featuring relatable characters who embrace the E-Luna’s silent yet zippy power with a mix of curiosity and delight.

The real magic? A tongue-in-cheek twist on ‘Chal Meri Luna’. Instead of the engine’s characteristic puttering, the new E-Luna glides effortlessly—prompting characters to humorously double-check if it’s even on. This play on sound, or the lack thereof, underscores the shift to electric while keeping the campaign light-hearted and engaging.

Will it resonate with Gen Z and millennials? That depends on whether nostalgia for a product they never knew can be reinvented as an aspiration. But with humour, relatability, and a strong sustainability pitch, Kinetic Green’s E-Luna might just find its spark.