National, 19th March 2026: Marking its return to Indian streets, iconic mobility brand Kinetic EV has announced the launch of ‘Backstreet Legends’, a digital storytelling initiative that shines a spotlight on artists who have quietly shaped culture, craft and communities from the backstreets, long before mainstream recognition found them.
For millions of Indians who grew up in the 1990s, Kinetic was more than just a mobility brand. As the brand enters a new era, reconnecting a legacy through ‘Backstreet Legends’, the brand shifts the spotlight towards individuals who have built their reputation and influence away from the mainstream — in streets, neighbourhoods and grassroots spaces where passion and perseverance often define success.
The initiative features a nine-part digital film series, with each film approximately 90 seconds in duration, highlighting individuals who have become icons within their own circles. The series brings together stories from diverse fields including underground graffiti art, hip-hop and rap music, experimental arts, and other unconventional professions, each representing journeys shaped by resilience, dedication and an unwavering commitment to their craft.
Commenting on the initiative, Ajinkya Firodia, Vice Chairman and Managing Director, Kinetic Watts & Volts, expressed, “Kinetic has always stood for more than mobility — it has been part of India’s cultural memory. In the 90s, the brand came to represent freedom, independence and a spirit that resonated with an entire generation. As Kinetic returns to Indian streets in a new avatar, that legacy continues to evolve for a new era. With ‘Backstreet Legends’, we are celebrating individuals who reflect that same spirit — people who have built influence and identity within their communities through passion, perseverance and authenticity, long before recognition found them.”
Adil Lokhandwala, Creative Head, Kinetic Watts & Volts, said “The idea behind ‘Backstreet Legends’ stems from a simple belief — that legends exist in many forms. Some are remembered through brands and products, while others are built quietly in streets, neighbourhoods and underground spaces through years of dedication to a craft. As Kinetic enters a new chapter and its legacy finds new life today, we wanted the brand to go beyond mobility and actively engage with culture by recognising individuals whose journeys embody grit, originality and authenticity. This initiative captures those stories that deserve to be seen and celebrated.
Through documentary-style storytelling, the films capture the spirit of individuals who have built their identity from the backstreets, becoming legends within their communities long before recognition found them. The films have been created for digital-first audiences, combining cinematic storytelling with authentic narratives that highlight the struggles, aspirations and defining moments behind these journeys.
The nine-part series will be released across Kinetic EV’s digital and social media platforms, as well as across the digital channels of the featured artists bringing wider visibility to these stories while reinforcing the brand’s renewed commitment to culture, community and the spirit of those who continue to pursue their passion. With Backstreet Legends, Kinetic EV extends the idea of “Legend Reborn” beyond mobility, celebrating individuals whose journeys remind us that legends are often built in the most unexpected places.
