EMotorad’s Creative Marketing with Dhoni Achieves 180 Million Impressions

EMotorad (EM), an electric cycle company, was launched in 2020 with the mission to cater to adventure seekers, daily commuters, and casual riders. Headquartered in Pune, EMotorad has rapidly expanded its manufacturing capabilities and now holds over 70% of India's e-cycle market share. To boost its brand visibility & connect, EMototrad onboarded Indian cricket icon Mahendra Singh Dhoni as a brand ambassador in the month of April 2024 and since then the brand has received a massive boost in sales and customer reach. 

The campaign's inception stemmed from a viral internet meme featuring a Dhoni look-alike, Uppal Balu, dancing to the tune of 'Bole Jo Koyal.' The meme gained traction when YouTube sensation Ranveer Allahbadia asked cricketer Ishant Sharma if Dhoni was aware of his look-alike singing the song. The internet buzz surrounding this meme presented a unique opportunity for EMotorad, which was seeking its first major marketing campaign. Recognising the potential to capitalise on this trend, EMotorad decided to give the internet what it wanted—Dhoni himself singing ‘Bole Jo Koyal.’ However, to succeed, they needed to approach Dhoni, convince him to agree to the plan, and even secure the rights to the song.

Through perseverance and strategic moves, EMotorad sent their e-cycles to Dhoni, who was impressed enough to endorse and invest in the company. The idea was pitched to Dhoni, and with a mischievous smile, he asked, “kaunsa gaana hain ye?” And the rest is history. With the help of their creative partners at OHC, they secured the song rights and developed a compelling script. Dhoni’s positive reaction and sportsmanship set the stage for a groundbreaking marketing endeavour.

With limited media budget, EMotorad relied heavily on the campaign's potential virality. They partnered with Dhoni’s close friend and IPL star Suresh Raina to launch their big campaign. The video, released on April 4, 2024, featured Dhoni singing 'Bole Jo Koyal' and two animated koyal birds highlighting the e-cycle's features and Dhoni's legendary status. The tagline ‘Aawaz Aayegi Dil Se’ encapsulated the brand message. The video premiered on Suresh Raina’s Instagram in collaboration with EMotorad and on EMotorad’s YouTube channel, quickly gaining traction across multiple platforms.

The campaign's success was evident in its impressive metrics: Instagram saw over 18 million organic views, 1.6 million likes, 706K shares, and nearly 50% growth in followers. YouTube garnered more than 7 million organic views, 341K likes, and a staggering 1500% increase in followers. In total, the campaign achieved over 180 million organic impressions. Sales doubled post-campaign, with an increase in brand search by 650%. Offline dealers, in particular, saw the most significant positive impact, and EMotorad as “Dhoni wali e-cycle”, quickly became a household name nationwide.

In an interview, CEO and Co-founder of EMotorad, Kunal Gupta, said the campaign was aimed at bringing the consumer journey from 25 minutes to around 5 minutes by educating audiences about the e-cycle category and associating the brand EMotorad with it. The campaign's virality extended beyond social media, with influencers and Twitter personalities discussing the video. Influencers like Darshan Magdum and Dipraj Jadhav created their ad versions, further boosting its reach. The campaign received significant media coverage and the DJ even played the iconic song in an IPL match featuring Dhoni and Chennai Super Kings.

EMotorad’s innovative marketing campaign, featuring Mahendra Singh Dhoni, successfully captured the internet's attention and significantly boosted the brand’s visibility and follower base. By leveraging viral trends and celebrity endorsements, EMotorad achieved its marketing goals and solidified its position in the e-cycle market. This campaign serves as a testament to the power of creative marketing strategies and the impact of well-executed moment marketing.