EFGH Brand Innovations has released this integrated campaign, designed to launch Lectrix EV’s limited edition LXS Moonshine to commemorate India’s historic journey to moon. As over a billion Indians were following the countdown of Chandrayaan-3’s landing on Moon with bated breath, Lectrix EV was silently preparing to pay a tribute to the mission in its own unique way. At the exact moment the rover landed, Lectrix EV dropped a special-edition electric scooter, calling it LXS Moonshine.
The company said the special edition will be limited to exactly 384 units – a nod to the distance between earth and moon – 384,400 kilometers: An LXS Moonshine for every 1 lakh kilometers. The EV’s launch is being aimed to inspire people to set and achieve personal goals, reflecting the ambition and technology behind India’s space mission.
Lectrix LXS Moonshine sports a golden emblem – two arrows facing the sky to connote India’s emerging space age. This ‘space age’ symbol is a modification of Lectrix’s brand logo.
A film with a provocative narrative asked:
“How far do you want to go?
It’s not a question.
It’s a test of how much you want something.
Would you march 388 kilometres
to break a salt law?
Scale a 29,000 foot mountain
To plant the first flag.
Fly three hundred and eighty four thousand,
and four hundred kilometres
To put your feet on the moon.
What is your march,
Your Do or Die?”
The integrated campaign invited people to post their aspirations on Instagram – asking people “What’s Your Moon?”. Once a fan writes his or her goal or ambition, the post “takes off” and lands on a virtual moon on the site.
An over-the-moon GM Marketing of Lectrix EV, Mainak Bag, 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”
EFGH Brand Innovations is an agency based out of Gurgaon. It was started by the award-winning Emmanuel Upputuru last year.
Lectrix is the e-mobility arm of SAR Group and was launched in 2020.
Client: Lectrix EV
Creative Agency: EFGH
Digital Partner: Square Radius
Film Production: Joshua Tree