EMotorad launched a campaign featuring cricketer MS Dhoni singing ‘Bole Jo Koyal’ while riding an e-cycle. The video is an ode to the meme that went viral in 2019 and featured a Mahi look-alike grooving to Bole jo Koyal. The brand wanted to bring the same meme to life, by getting Dhoni to sing the song while educating customers about their e-cycles.
“Our aim was simple. We wanted to bring the magic from memes and give MS fans something they were waiting for. MS was a good sport and open to new ideas while doing something different! In fact, he is one of the very few who trolled his trollers and they loved it too! What an end statement for the entire thing. We loved the reactions and are thrilled to bring together two icons – Dhoni and the ‘Bole Jo Koyal’ song – in a way that celebrates joy, humour, the spirit of adventure, and our e-cycles,” Aditya Oza, CMO, EMotorad, said.
In the ad campaign, MS Dhoni is seen riding a T-rex Air EMotorad e-cycle from its Desire range. The ad shows two animated koyals admiring Dhoni and his ride while discussing the cycle’s features, such as its removable battery, 70-plus km range, and other specifications.