Kinetic EV has rolled out its ‘Backstreet Legends’ digital campaign, signalling a shift in how legacy mobility brands are attempting to stay relevant in a crowded EV market. The campaign draws on nostalgia-led storytelling, bringing older cultural cues into a contemporary, digital-first format. The intent is clear: build emotional recall while introducing the brand to a new generation of consumers who did not grow up with Kinetic’s earlier prominence. This matters because India’s EV category is no longer just about product specs or price points — it is increasingly a branding game. New-age EV players have dominated the narrative with performance and tech, leaving legacy names to find differentiated territory. By leaning into memory and cultural familiarity, Kinetic EV is attempting to carve out a distinct positioning that newer brands cannot easily replicate. Strategically, this reflects a broader shift in Indian advertising: legacy brands are rediscovering storytelling as a lever against digitally native challengers. Instead of competing on innovation alone, they are using brand heritage as an asset — but packaging it for platforms where attention spans are short and formats are evolving. The risk, however, lies in execution. Nostalgia without relevance can quickly feel dated rather than differentiated. One sharp insight: in India’s EV race, brand memory is becoming as important as battery range — but only if it is translated for the feed, not the past.
Campaigns
Kinetic EV taps nostalgia with ‘Backstreet Legends’ to reposition brand in digital-first market
