The Kinetic Luna, created in 1972 by H.K. Firodia’s Kinetic Engineering Limited, was a legendary Indian moped. Lightweight (at about 50 kg) and inexpensive, the Luna was a major improvement for the middle class in India back then, when bicycles were everyone’s go-to mode of personal transportation.

The brand’s innovative marketing, including the unforgettable Chal Meri Luna campaign, helped it gain even greater popularity. Fondly remembered by baby boomers and millennials alike, this campaign also marked the debut of advertising legend Piyush Pandey’s creative genius.

This campaign is widely regarded as the first significant initiative aimed at Hindi-speaking audiences. Before this, the majority of ads in India targeted the elite English-speaking demographic.

At its peak, Luna dominated the moped market with a staggering 95% share. However, as demand shifted to high-performance motorcycles in the early 2000s, competition from brands such as TVS and Hero Honda led to its production halt in India.

Luna is back
Kinetic Green, a subsidiary of Kinetic Engineering, has reintroduced the Luna in 2025 with an electric powertrain. The E-Luna seeks to revive the spirit of its forerunner, which once stood as a symbol of independence and personal growth in pre-liberalised India while incorporating a contemporary aesthetic.

This is the second two-wheeler brand to be reintroduced as an electric bike. In 2020, Bajaj Motors revived its iconic Bajaj Chetak and reintroduced the beloved Humara Bajaj jingle.

The electric two-wheeler market in India is witnessing substantial growth. Projections suggest that the market will attain an estimated value of $681 million in 2024, with a compound annual growth rate (CAGR) of 66.4% from 2024 to 2030, ultimately reaching a market size of $14,490 million by 2030.

The rapid expansion is driven by several factors, including the need for energy-efficient transportation, favourable government policies, rising fuel prices, and an increased demand for zero-emission vehicles.

Despite the popular notion, mopeds remain to be in decent demand in India. According to reports, half a million mopeds are sold annually in India with TVS dominating a lion’s share of the market. TVS is expected to launch an EV moped in 2025.

Similar to the original Chal Meri Luna campaign, the relaunch campaign is led by Piyush Pandey, chief advisor of the Ogilvy Group. The campaign was executed by 82.5 Communications, a subsidiary of the Ogilvy Group. paraphrase and add ca couple of lines

Author: Aryan chaudhary