Kross is an Indian bicycle brand launched by one of the leading bicycle manufacturers - Hero Ecotech Pvt. Ltd. Partners steered their ATL & BTL Advertising and marketing communication thus accelerating their sales and augmenting their brand goodwill. Their social media platforms were revamped to inculcate a more engaging content strategy that included editorial-styled posts and clever topicals. We conceptualized review video films to communicate technical prowess and specifications of the newly launched bikes. The videos were entirely executed in-house. Another feather on the hat was the ‘Wheels-On-Reel’ contest that gave our TG the novel opportunity to challenge their lateral thinking & photography skills. We asked them to click and send us a picture of anything in their ambiance that resembled a bicycle wheel. The enthusiasm showed by the participants was overwhelming. The creativity and number of entries knew no bounds – from gas stoves to Gaint wheels. The engagement increased by over 500%. We had to eventually increase the number of prizes making it a Win-Win situation for all!