Kya Phir Se Chal Padegi Luna – Will nostalgia work in E-Luna’s favour?

On the historic occasion of the 75th Republic Day, Kinetic Green brought forth a wave of nostalgia by resurrecting the much-loved Luna brand in its electric avatar – the E-Luna. Originating in the early 70s, Luna carved its place in the hearts of millions as a reliable, affordable, and distinctive mode of transportation. As the iconic phrase “Chal Meri Luna” reverberated through the streets, it became more than just a tagline – it embodied the spirit of a generation. Now, on January 26, 2024, this cherished phrase is set to echo once again as Kinetic Green reintroduces Luna, not just as a mode of transport, but as a symbol of nostalgia reborn in the age of electric innovation.

The Luna Legacy

Launched at the modest price of Rs 2,000 in the early 70s, Luna, from the stables of Kinetic Group, became an inseparable part of the daily lives of middle-class men and women across India. Its unique blend of a bicycle and a motorcycle, combined with affordability, contributed to Luna’s dominance, reaching an impressive 95% market share in the moped category. Its legacy lives on, deeply embedded in the memories of those who fondly recall the rhythmic hum of Luna engines navigating the streets. 

The ‘Chal Meri Luna’ campaign was a creation of advertising maestro Piyush Pandey. This campaign resonated with the everyday concerns of the common man.

As Kinetic Green unveiled the E-Luna on this historic Republic Day, anticipation is high to witness how this iconic phrase, ‘Chal Meri Luna’ will once again capture the hearts and imaginations of a new generation. The journey of Luna – from being a common man’s vehicle to an electric embodiment of nostalgia – is a captivating narrative that reflects the evolving landscape of mobility in India.

Jagdeep Kapoor, Founder Chairman & MD, Samsika Marketing Consultants, sees immense positive nostalgic value in the Luna brand. He noted, “The iconic brand Luna, with the creative power of Piyush Pandey, has immense positive nostalgic value. Now with the electric version of Luna being launched, and the creative power of Piyush contributing again, ‘Chal Meri Luna’ will grow faster and say ‘Chal E Meri Luna’ giving electric speed!”

Neville Suraliwala, Business Head, Infectious Advertising, expresses that the E-Luna, by bridging the past with the future, offers a nostalgic journey for those who remember the golden era of simplicity. He shared, “In a market driven by technological advancements, E-Luna stands out by offering more than just features – it offers a nostalgic journey, a chance to relive the freedom and to explore. With the world embracing EVs, E-Luna’s iconic design and emotional connection with its audience along with good strong performance, can possibly make it a standout choice. Proving that sometimes, the key to a customer’s heart is through the cherished echoes of the past.”

Lloyd Mathias, Business Strategist & Angel Investor, sees the revival of Luna as a positive move, particularly for individuals who grew up in the late 70s and 80s. He said, “The Luna was most people’s first motorized mode of transport. The famous ad of Piyush Pandey was a classic. Bringing back the Luna brand in an electric form in the new generation, is a positive move. I think that it’s a very smart move. There is a lot of value in nostalgia.”

However, Mathias added, “They have to reinforce the proposition strongly. The fact that electric vehicles are getting popular, and specifically in the two wheeler category, I think that’s something they’ll have to bring up. So, just nostalgia is not enough.”

Dr Sandeep Goyal, Chairman & Managing Director, Rediffusion, on the other hand, said, “Luna is a forgotten brand. Only those in the 60+ age group would remember the brand. So, there is no nostalgic dividend in using the brand at the consumer level – no reservoirs of past goodwill that can be exploited. Such nostalgia launches are just an MBA approach – Marketers’ Belly Ache – a feel-good that has no material value.”