What's your moon?
In 2023, India launched its third Moon mission – Chandrayaan-3, aiming to be the first to land near the Moon's little-explored south pole. The lander was due to reach the Moon on 23-24 August 2023. This was a momentous achievement for every Indian.
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A campaign that is not another social media moment marketing post but truly celebrates the relentless spirit of every Indian and befits this momentous achievement.
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384,400 km away from the earth, India made history. As billions gazed at the sky with happiness and pride, we dropped 384 units of a limited-edition electric scooter - LXS MoonShine at precisely the same time Vikram Lander touched the Moon. This unique EV sported a special badge of pride – its two arrows facing skyward in 'rocket mode.'
To launch LXS MoonShine, we created an integrated social campaign, #WhatsYourMoon? The truth is not everyone's Moon is in the sky. For some, it's near. For others, it's a distant dream; for some, it resides in the future. Yet, we gaze at it every day, taking steps towards it and wishing to be closer to it someday. So, we asked people what is their light, their universe, their Moon? We introduced the phrase "What's your moon?" as the new "What's your goal?" and invited people to share their 'moon' on Instagram. As they shared, every dream or aspiration landed on a virtual moon.This was not just another moment marketing strategy; this was memento marketing, designed to create lasting memories.
