Pune, Maharashtra, 3rd February 2026: BIRTHDAY, a design-led creative studio and a creative space by Kinetic, has been honoured with two prestigious national awards at the Afaq’s Foxglove Awards for its work on the relaunch campaign of the Kinetic DX EV. Birthday won for Best Storytelling and Best Guerrilla Marketing, recognising the impact of its campaign “The Legend Is Reborn.”
The campaign marked the return of the legendary Kinetic DX, originally launched in 1984, reimagined for a new generation as an electric scooter. BIRTHDAY’s mandate was to revive an emotion, bridging the nostalgia of millions of Indian households with the aspirations of Gen-Z riders.
Reimagining a Legend Through Story
For the Best Storytelling category, the jury acknowledged how BIRTHDAY transformed a legacy brand narrative into a contemporary cultural moment. Instead of a conventional launch film, Birthday crafted a layered narrative that treated the DX as a living character, rooted in India’s mobility history yet ready for the future of electric movement.
The storytelling drew parallels between the original DX and the new EV avatar, celebrating the scooter that once made Indian families mobile, independent, and confident. The campaign blended archival memory with modern cinematography, making heritage relevant without being dated.
Speaking on the occasion, Ms. Arzoo Alamin, Founder, Birthday said, “The DX was never a product brief, it was a cultural memory. Our role was to translate that memory into a language today’s India speaks, which is honest, energetic and unfiltered. Winning at Afaq’s Foxglove reaffirms that audiences don’t want louder advertising; they want truer stories. With ‘The Legend Is Reborn,’ we did more than just launching an EV, we reintroduced a feeling that had quietly lived in millions of homes.”
Guerrilla Marketing – Chaos as Creative Energy
The Best Guerrilla Marketing award recognised a bold, unconventional content experiment executed in Goa. Influencers, riders, filmmakers, and street legends were brought together to live with the DX EV and create content organically, without scripts, storyboards, or advertising filters.
The theme of chaos and energy defined the approach. Real conversations, night rides, impromptu jams, and street-style shoots became the campaign language. Instead of controlled sets, Birthday turned everyday moments into creative triggers, allowing the DX EV to be experienced as part of youth culture, travel, and self-expression.
This Goa chapter became the heart of the campaign; raw, collaborative, and unpolished, mirroring how the original DX had once belonged to the streets rather than to studios.
Mr. Adil Lokhandwala, Co-Founder, Birthday, added, “Guerrilla marketing is not about shock value, it’s about relevance. We treated Goa as our storyboard and real people as our heroes. The chaos, textures and imperfections became the creative grammar of the DX EV campaign. These awards recognise a philosophy we deeply believe in, brands become powerful not when they interrupt culture, but when they behave like a natural part of it.”
The campaign achieved widespread organic engagement, with audiences across generations responding to the emotional connect of the narrative. The awards underscore how strategic storytelling and community-led creativity can redefine legacy brands in the electric mobility era.
