Business

Unforgotten Brands: Luna

In the early 1970s, India was on the cusp of transformation. Bicycles dominated the roads, and motorcycles were still a luxury for the affluent. In this backdrop, a visionary idea was born in Pune, where Kinetic Engineering, part of the Firodia Group, set out to create a two-wheeler that was affordable, easy to use, and practical for the everyday Indian – a blend of bicycles and motorcycles.

Inspired by the Italian Piaggio’s Ciao, they developed a 50cc moped. Gave it a celestial name: Luna, Latin for “moon.”

Launched in 1972: Small Size, Big Impact

When Luna was launched in 1972, it weighed just 50 kilograms and could be pedalled like a cycle when it ran out of fuel. It was India’s very first moped—simple, reliable, and aspirational. The middle class found the lightweight build, affordable pricing, and ease of use appealing, and Luna quickly gained widespread recognition.

Pune, already known as the bicycle capital, quickly adopted the moped. Bookings soared, and the Luna began its journey from a novelty to a national phenomenon.

Winning Trust Through Innovation and Grit

Despite the promise, people were initially sceptical. Could this tiny machine survive Indian roads? Would it have enough power for daily use?

To silence the doubts and build trust, Arun Firodia, the force behind Luna, devised one of the most iconic publicity stunts in Indian marketing history—a race between the Luna and the Deccan Queen, one of India’s fastest trains. The idea sounded absurd. How can a 50cc moped compete with a superfast express?

But the race was real. It started at Pune station and ended at Dadar in Mumbai. The Luna zoomed through the old highway, past Khandala’s tricky ghats, and to everyone’s surprise, beat the Deccan Queen by 15 minutes.

That race wasn’t just a gimmick. It was a statement—about belief, ingenuity, and confidence in Indian engineering.

The Brand of Bharat

In an India that was waking up to consumerism, Luna wasn’t marketed with glam or celebrity power. Its success came from understanding the pulse of Bharat—ordinary Indians on the move, chasing dreams, often held back by time and lack of mobility.

The ads featured relatable characters—students, clerks, and nurses—struggling to keep up with their lives. And then came Luna, changing their lives.

Taglines like:

“Chal Meri Luna”
“Safalta Ki Sawari, Luna”
“Luna karti pucca vaada, kharcha kam, mazbooti zyada”

…became etched in public memory.

The campaign was simple yet powerful—no Bollywood stars, just everyday Indians. The man behind the advertising was a young Piyush Pandey, who would go on to become one of India’s most celebrated ad men.

To read more on the advertisements, visit https://onlykutts.com/index.php/2021/07/04/chal-meri-luna/

A Symbol of Progress

Luna wasn’t just marketed—it was celebrated. Cricketers like Sandip Patil and B.S. Chandrashekhar received it as awards. Top-performing students in the board exams were gifted one. It became a mark of success and mobility.

By the mid-1980s, 90% of Luna riders were women. For many, it was their first vehicle, granting them freedom and independence. Luna paved the way in a time before Scootys and Activas.

The Gentle Fade

But as the economy opened up in the 1990s and global brands entered the Indian market, Luna began to lose ground. Newer, flashier, more powerful two-wheelers flooded the market. Brands like TVS 50 provided stiff competition. The rise of gearless scooters and modern motorcycles shifted consumer preferences.

Eventually, the very factors that once made Luna a success—its simplicity, minimalism, and modest power—started to feel outdated in a world chasing speed, style, and status.

A Legacy That Lasts

Today, mopeds like the Luna are a rare sight on Indian roads. But its legacy endures. It was a vehicle of transition—for both individuals and the nation.

It taught India that mobility could be affordable. It gave countless Indians their first ride to school, college, work, or even a date. It didn’t shout; it didn’t dazzle. But it always showed up—reliable, humble, and ready.

And that’s what makes Luna unforgettable. In a world that often glorifies the grand, Luna was proof that even something small can leave a significant mark.

The Buzz

People love a good revival story, and this time, the buzz is all about the Kinetic Luna. Kinetic Green, the company behind the original moped, has hinted at bringing back the Luna, but with a modern twist: an electric avatar. This shift to electric seems like a natural progression, given that the original Luna, with its accessible design and practical storage space, already shared many characteristics with today’s e-bikes.