VIDA and W+K run with eye-catching installations at TCS World 10K

VIDA by Hero MotoCorp recently joined forces with Procam International for the TCS World 10K, Bengaluru as their Oﬃcial Electric Two-Wheeler Partner. The heart of this partnership was the common belief of a healthier lifestyle – through a passion like running and a ride as clean as VIDA V1.

In a dynamic display of creativity and commitment, VIDA unveiled two installations to commemorate their belief in moving towards a healthier lifestyle and cleaner planet. The installations were conceptualized and executed by Wieden+Kennedy India in collaboration with artists Rahul KP (Mechanimal) and Anant Nanvare.

Recognizing the potential of the concept, Chandrashekhar Radhakrishnan (Chandru), Head of Business Growth (Emerging Mobility), Hero MotoCorp, played a pivotal role in championing the collaboration with the agency.

Installation – Riding can be as clean as running

Drawing a parallel between running and riding, this installation saw the two worlds blending together seamlessly. This spectacular piece of art showcased an aesthetically crafted VIDA V1 with shoes instead of wheels. Conceptualized by Wieden+Kennedy India, the vision was brought to life by artist Mechanimal (Rahul KP).

Installation – An Ode to the Legend: ‘Kelvin Kiptum’

VIDA has always believed in celebrating the trailblazers of tomorrow and remembering the ones before. The brand paid an ode to the legendary marathon runner, Kelvin Kiptum with a mural made out of 1,197 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.

His feats have inspired millions to take up running and encourage them towards a healthier lifestyle, making him a true changemaker. The vision was brought to life by artist Ananth Nanvare and his team.

Both the installations captivated the attention of the runners and watchers, many of whom were seen taking pictures with the artwork.

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.”

Agency 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