MAM
Hero Cycles rides into the future with Wieden+Kennedy
Mumbai: Hero Cycles brand, has enjoyed a long legacy of being a household name when it comes to cycling. While leading the charge in the ever-changing landscape of the cycling world, the brand wants to bring a new-age perspective to the cycling culture in the country. And to embark on this journey of transformation, Wieden+Kennedy has been brought on board.
This collaboration emerged without a pitch, underlining the organic synergy between both sides.
Wieden+Kennedy’s mandate is to steer the brand into a new era, bringing a fresh, contemporary perspective to the entire brand portfolio of the company.
The alliance is set to blend Hero’s rich legacy and product strength with Wieden+Kennedy’s prowess in strategic reinvention and provocative thinking.
Wieden+Kennedy India president Ayesha Ghosh said: “When a storied brand like Hero Cycles is revitalised with the energy that Aditya Munjal and his team have brought in with their ambitious plans, it can only mean that the future looks rosy for the brand. Wieden+Kennedy has been known to infuse the spirit of the times into legacy brands. That’s our single point agenda on this one.”
Hero Cycles CEO Aditya Munjal said: “As we embark on a journey to transform not just ourselves but also how consumers see cycling in India, it is imperative to have an equally committed partner onboard. With Wieden+Kennedy’s unique approach and experience, I believe Hero Cycles will bring about an impactful change in its interactions with consumers, and we are very excited to start this ride with them.”
Brands
Blenders Pride unveils The One And Only campaign
New 360 campaign celebrates standing apart in a crowded world
MUMBAI: Blenders Pride Packaged Drinking Water has lifted the curtain on its latest campaign, ‘The One And Only’, sharpening its focus on a simple but powerful idea. In a world full of winners, only one truly stands apart.
Launched on 2 March 2026, the new narrative reframes success as something more than visibility or volume. For the brand, true success lies in distinction. It is not about being one among many. It is about being unmistakable.
The campaign brings this thought to life through three striking protagonists. Avanti Nagrath embodies fearless confidence and individuality. Kirandeep Chahal commands attention with a magnetic, unapologetic presence. Mahieka Sharma represents poise and quiet admiration. Each reflects a different facet of the brand’s personality, yet all share the same defining trait. They rise above.
Set in an aspirational world filled with equals, the film suggests that aura, confidence and style are what set the exceptional apart. It is a subtle reminder that influence is not claimed loudly, but worn effortlessly.
Blenders Pride has long positioned itself at the intersection of style and success, shaping modern Indian aspiration through innovation, industry firsts and iconic fashion platforms. With ‘The One And Only’, it turns the spotlight on a new generation that does not just want recognition. It wants admiration.
Pernod Ricard India chief marketing officer Debasree Dasgupta, said the brand has always believed in success with style and stature. She noted that today’s youth do not merely aim to succeed, but to stand apart with assurance, and the campaign captures that cultural shift.
The creative is backed by a full 360-degree rollout across digital and social platforms, including placements during the ICC T20 World Cup, alongside front-page newspaper ads and prominent outdoor sites across major cities. The aim is clear. To ensure the message of distinction is seen everywhere, yet feels like it belongs to the few.
Conceptualised by Ogilvy India, the campaign reinforces Blenders Pride’s long-standing cultural leadership. As Ogilvy North chief creative officer Nitin Srivastava put it, the brand has always stood for stature, style and effortless panache. ‘The One And Only’ simply distils that philosophy for a new era.
In a marketplace crowded with claims of greatness, Blenders Pride is betting on a quieter confidence. Not everyone can be the one and only. But that, perhaps, is the point.
