MAM
Hero Lectro’s groovy new anthem for its e-cycle range
MUMBAI: In a musical ode to the youth to flaunt their choice for trendy and sustainable e-cycles, Hero Lectro- the e-cycle brand of Hero Cycles, has launched its upbeat soundtrack #WantIttoFlauntIt on the occasion of World Bicycle Day. #WantItToFlauntIt is a jazzy brand anthem that plays into the zing and energy of the youth, who comprise a lion’s share of Lectro’s customer base.
The buoyant and spirited lyrics reflect how consumers are making a conscious choice to stay updated, and are not afraid to flaunt them. The creative use of artistic masterpieces such as renaissance art god Leonardo da Vinci’s Mona Lisa from the 16thCentury and 19th century Norwegian expressionist artist Edvard Munch’s The Scream, the brand anthem makes a case for breaking stereotypes and asserting one’s choice, for standing true to passions and beliefs.
Hero Lectro chief executive officer, Aditya Munjal said, “The main idea behind this initiative is to celebrate the spirit of cycling. This anthem is an ode to the young & passionate cyclists out there who are not only clear about the choices they make, but also why they make them. We chose the occasion of World Bicycle Day to spread awareness about E-cycles as a category and start a dialogue with the youth who don’t believe in what’s being handed down to them but rather challenge the status Quo. Hero Lectro as a brand aims to revolutionise the personal transportation industry and E-cycles are fun, environment friendly and an ideal way to go about it.”
The digital campaign was released on Hero Lectro social media handles and will also be a part of the upcoming television commercial (TVC).
Brands
Nykaa eyes majority stake in Deepika Padukone’s 82°E brand
Deal could help scale premium label as Nykaa sharpens its beauty play
MUMBAI: Nykaa is in advanced discussions to acquire a majority stake in 82°E, the premium skincare label founded by Deepika Padukone, according to media reports.
The proposed deal signals Nykaa’s intent to deepen its House of Nykaa portfolio while giving 82°E the scale it has struggled to achieve independently. Padukone is expected to retain a minority stake if the transaction goes through.
For Nykaa, the play is both strategic and timely. With a customer base of over 42 million, the company is betting on its strong distribution, logistics, and repeat purchase ecosystem to revive the brand’s momentum. The two sides already share a working relationship, with Padukone serving as Nykaa’s global brand ambassador since September 2025.
Launched in late 2022, 82°E entered the market with a premium positioning but has faced headwinds. The brand reported revenue of Rs 14.7 crore in FY25, down 30 per cent year on year, alongside losses of Rs 12.26 crore. Industry observers have pointed to steep pricing, a somewhat diffused brand identity, and intense competition from digital-first labels as key challenges.
The potential acquisition also reflects a broader shift in India’s beauty and lifestyle space, where celebrity-led brands are increasingly partnering with larger corporates to unlock scale. Alia Bhatt’s Ed-a-Mamma, for instance, sold a majority stake to Reliance Retail, while Katrina Kaif’s Kay Beauty has emerged as a standout success within Nykaa’s portfolio, clocking Rs 132.4 crore in FY25 revenue.
Nykaa itself has been on a strong growth trajectory. Its parent, FSN E-Commerce Ventures, reported a 156 per cent jump in net profit to Rs 68 crore in the December 2025 quarter, with revenue reaching Rs 2,873 crore.
Nykaa has been steadily building its portfolio through acquisitions such as Dot & Key, Earth Rhythm and Nudge Wellness, signalling a clear push to own and scale homegrown brands.
If the 82°E deal materialises, it could mark a fresh chapter for the label, blending celebrity appeal with corporate muscle. For Nykaa, it is another calculated step in staying ahead in an increasingly crowded beauty aisle.
