| “The BSA `i Bike’ is a revolution
in the Indian bicycle market. Designed by I.DE.A. Institute, the designer
of Fiat Palio and Tata Indica, this bicycle merges stunning looks
with superior design. I.DE.A. has incorporated the anthropological
data of Indians in the design in order to ensure that this is the
most comfortable bicycle to ride,” says BSA brand manager Rachna
Anbumani.
The bicycle has been conceptualised to suit the Indian consumer
and has factored in elements such as the average height of the Indian
consumer. “In addition to the Cantilever frame design, which
acts as a natural shock absorber, the height of the cycle and the
distance between the seat and handle bar are matched to suit the
average height of Indian consumers. The handle bar is also unique
and offers the rider three grip positions. This helps the rider
to adjust his riding position and overcome fatigue,” adds Anbumani.
The commercial, with tagline `prepare to be watched’, focuses
on the product features. It shows a boy, the protagonist, riding
on his new BSA `i Bike’, which leaves his peer group spellbound.
The commercial specifically focuses on bike’s features such
as X Shocks frame, multi-grip handle bar, aero tread and contoured
seat and signs off by stating the bike has been designed in Italy.
“The target audience for this bike is - boys in the 9-14 age-group.
The brief given to the agency was to make the launch campaign for
BSA i bike 'the most coveted bike' because of its looks – designed
by idea institute Italy and a host of features,” adds Anbumani.
“The i Bike comes with a host of other features like soft
cushioned seat, aero tread tyres for better road grip, non-slip
rubberised pedal and Shimano head lamp. TI Cycle has registered
the design. The bike is presented with very attractive paint finish
and with under lacquer stickers. The bike also carries the signature
of the designer from I.DE.A. Institute, Justyn Norek,” elaborates
Anbumani.
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