Mumbai: Homegrown bicycle sharing service brand MYBYK is on a mission to make our cities liveable again by providing equitable and sustainable mobility to the masses. The startup has launched 'Let's Unlock' campaign with comedian Manan Desai that aims to inspire people to take action for better health.

"The idea behind the campaign is to help commuters realise the above value proposition, i.e., unlock - health, happiness and the convenience of commute with MYBYK. Desai has been roped in to introduce and explain MYBYK and its features and the campaign will also feature short films and influencer activity to build a strong brand recall," said the brand in a statement.

The startup has commissioned integrated marketing agency Zero Gravity Communications for this campaign. “MYBYK is encouraging individuals to use cycling for their different daily commute needs. Having worked with the brand since its inception, we have an in-depth understanding of consumer behaviour," stated  Zero Gravity Communications founder Khushboo Sharma. "The campaign communication is designed with the approach of Info-(enter)tainment."  

“We believe bicycles are a great way to move around for short commutes of up to 1-2 km. For long commutes, we have partnered with Smart City Ahmedabad to set up a network of Drop & Pick bicycle stations for seamless first and last-mile connectivity," said MYBYK founder and CEO Arjit Soni. "In a nutshell, users can ride MYBYK and go directly from their home to their destination or drop the bike at any of the BRTS hubs in Ahmedabad and similarly pick another bike to ride to their destination," he added.