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.”