An electronic fishing lure assembly for attracting fish in all types of water conditions, includes a main body portion having a hollow interior, a plurality of hooks coupled to the main body portion, and a line eye coupled to the main body portion. A scent producing assembly is coupled to the main body portion. A microcontroller is positioned in the hollow interior, the microcontroller being electronically coupled to the scent producing assembly. A switch is coupled to the main body portion, the switch being electrically coupled to the microcontroller for selectively activating the microcontroller. The fishing lure assembly further includes a motion producing assembly and a light source for illuminating the main body portion.
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