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Tag: Cycles

  • In Search Of Soup Dumplings, Thousands On Cycles Clog Roads In Chinese City

    In Search Of Soup Dumplings, Thousands On Cycles Clog Roads In Chinese City

    Police in central China imposed traffic curbs at the weekend to halt a viral craze in which thousands of university students borrowed share bikes to ride overnight to the city of Kaifeng in search of breakfast. The “Night Riding Army”, as some participants described it, clogged a highway on Friday, pictures posted on social media showed, a surge in turnout for a rolling flash mob that had been gathering riders for months. “Last night’s ‘Night Riding Army’ was spectacular!” one rider posted. “Two lanes were opened, but that simply was not enough: The cycling army accounted for four!”

    The event was part of a trend of young Chinese travelling on the cheap – “like special forces” – and spending as little as possible at a time of scarce job prospects, when wages are under pressure. The riders travelled on a straight road more than 60 km (37 miles) long beside the Yellow River that links Zhengzhou, the largest city in Henan province, with Kaifeng, an ancient capital famed for its soup dumplings.

    The trend was set off in June, Chinese media said, after four women college students chronicled their ride on social media to eat dumplings in the morning. “The Night Ride to Kaifeng: Youth is priceless, enjoy it in time,” was the hashtag on social media for the ride, which state broadcaster CMG said tens of thousands of students had completed by the weekend. Key to its success was a glut of shared bikes, which can be rented for as little as $1.95 a month. Pictures posted by riders showed thousands of the bikes had overrun downtown Kaifeng by Saturday.

    In addition to the traffic controls, the largest bike-sharing platforms, Hellobike, DiDi Bike, and Mobile, said their vehicles would lock down if ridden out of a designated zone, while media told the students to grow up. “Youthful freedom does not mean following the trend and indulging oneself,” one news outlet admonished in a comment. “Kaifeng is worth arriving slowly and savouring carefully,” read the headline of another.

    Chinese authorities have cracked down on other spontaneous gatherings. Last month, police turned out in force in the commercial hub of Shanghai to deter a repeat of 2023 Halloween celebrations in which some revellers wore costumes poking fun at issues such as the stock market, youth unemployment and tough COVID-19 curbs.

    (Reporting by Joe Cash; Editing by Clarence Fernandez)

    (Disclaimer: This story has not been edited by NDTV staff and is auto-generated from a syndicated feed. This story has not been edited by NDTV staff and is auto-generated from a syndicated feed.)

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  • In Search Of Soup Dumplings, Thousands On Cycles Clog Roads In Chinese City

    In Search Of Soup Dumplings, Thousands On Cycles Clog Roads In Chinese City

    Police in central China imposed traffic curbs at the weekend to halt a viral craze in which thousands of university students borrowed share bikes to ride overnight to the city of Kaifeng in search of breakfast. The “Night Riding Army”, as some participants described it, clogged a highway on Friday, pictures posted on social media showed, a surge in turnout for a rolling flash mob that had been gathering riders for months. “Last night’s ‘Night Riding Army’ was spectacular!” one rider posted. “Two lanes were opened, but that simply was not enough: The cycling army accounted for four!”

    The event was part of a trend of young Chinese travelling on the cheap – “like special forces” – and spending as little as possible at a time of scarce job prospects, when wages are under pressure. The riders travelled on a straight road more than 60 km (37 miles) long beside the Yellow River that links Zhengzhou, the largest city in Henan province, with Kaifeng, an ancient capital famed for its soup dumplings.

    The trend was set off in June, Chinese media said, after four women college students chronicled their ride on social media to eat dumplings in the morning. “The Night Ride to Kaifeng: Youth is priceless, enjoy it in time,” was the hashtag on social media for the ride, which state broadcaster CMG said tens of thousands of students had completed by the weekend. Key to its success was a glut of shared bikes, which can be rented for as little as $1.95 a month. Pictures posted by riders showed thousands of the bikes had overrun downtown Kaifeng by Saturday.

    In addition to the traffic controls, the largest bike-sharing platforms, Hellobike, DiDi Bike, and Mobile, said their vehicles would lock down if ridden out of a designated zone, while media told the students to grow up. “Youthful freedom does not mean following the trend and indulging oneself,” one news outlet admonished in a comment. “Kaifeng is worth arriving slowly and savouring carefully,” read the headline of another.

    Chinese authorities have cracked down on other spontaneous gatherings. Last month, police turned out in force in the commercial hub of Shanghai to deter a repeat of 2023 Halloween celebrations in which some revellers wore costumes poking fun at issues such as the stock market, youth unemployment and tough COVID-19 curbs.

    (Reporting by Joe Cash; Editing by Clarence Fernandez)

    (Disclaimer: This story has not been edited by NDTV staff and is auto-generated from a syndicated feed. This story has not been edited by NDTV staff and is auto-generated from a syndicated feed.)

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  • ‘Cycle Hero Hai’ Campaign from Hero Cycles

    ‘Cycle Hero Hai’ Campaign from Hero Cycles

    Hero Cycles has teamed up with Wieden+Kennedy India to rekindle the joy of cycling through their new ‘Cycle Hero Hai’ campaign.

    The campaign introduces a fresh brand narrative for India’s leading cycle manufacturer by repositioning Hero Cycles from a mere bike manufacturer to the ultimate urban lifestyle enhancer and India’s most preferred cycle brand.

    “What excites us about ‘Cycle Hero Hai’ is that we don’t just celebrate the brand Hero, we celebrate the future of cycling,” said Yogesh Rijhwani, ECD, Wieden+Kennedy, Mumbai.

    “And honestly, there’s no better brand to own this narrative.”

    Traffic Villain Hai

    Junk Food Villain Hai

    The campaign playfully guises real-life frustrations as villains – Traffic? The cycle glides right past it. Mobile addiction? A ride in the park is the perfect break. Study pressure? Pedal your stress away. Junk food?


     


    Well, the cycle keeps you fit and energized, making better choices feel natural. The campaign speaks not just to the individual benefits of cycling but also to a larger cultural shift towards healthier, more active, and balanced lifestyles.

    Mobile Villain Hai

    Padhai Ka Pressure Villain Hai

    “The key challenge we tasked W+K India with was to reignite the excitement and, more importantly, bring back the joy of cycling, ensuring it’s seen not just as a niche interest for enthusiasts, but as a fun, and engaging experience embraced by the entire nation,” said Rohit Sharma, CMO, Hero Cycles Limited.

    “Over the past six months, the W+K India team has been a true brand partner, both strategically and creatively. This campaign is a testament to their ability to capture the essence of our brand and translate it into a compelling cultural narrative. What excites me is the width of ‘Cycle hero hai’, and how it connects with every cohort of ours, be it an urban fitness buff or a student in a small village. I’m incredibly proud of what we’ve achieved together and excited to see the impact this will have on our market presence.”

    Doori Villain Hai

    This multi-layered message has been executed across digital platforms and outdoor advertising to appeal to a wide spectrum of Indians—teens, professionals, fitness enthusiasts, and casual riders alike.


    Credits

    Client: Hero Cycles
    Agency: Wieden+Kennedy India
    CCO: Santosh Padhi (Paddy)
    President: Ayesha Ghosh
    Creative Team: Yogesh Rijhwani, Namrata Gosavi, Saurabh Padhye, Meghal Gehani, Devesh Rane Account Management: Ravi Adhikari, Gargi Vegiraju, Karishma Atmaramani
    Strategy: Tania Dey, Abhinashi Bhatia

    TVC
    Director and Photographer: Prashant Godbole Music Director: Abhishek Arora
    Executive Producer: Jitendra Kulkarni

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