MAM
O&M creates new TVC for TI Cycles’ BSA i Bike
NEW DELHI: Chennai-based TI Cycles of India has launched a new television commercial (TVC) for its new bicycle BSA i Bike, designed by I.DE.A Institute, Turin in Italy. The campaign has been created by Ogilvy & Mather.
“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.
Brands
KKR sixes to power EV charger rollout under VIDA campaign
Cricket meets clean mobility as big hits spark India’s charging growth
NEW DELHI: VIDA, the electric mobility arm of Hero MotoCorp, has teamed up with Kolkata Knight Riders to launch a campaign that turns cricketing flair into real-world impact.
Titled ‘6 for 6’, the initiative promises to install a 6kW fast EV charger for every six hit by KKR during the ongoing Indian Premier League season. The idea is simple but powerful, as each big hit on the field contributes directly to expanding India’s fast-charging infrastructure.
The campaign builds on VIDA’s growing network, which already spans over 5,300 fast-charging points across more than 430 cities. With EV adoption gaining pace, the brand is using cricket’s mass appeal to accelerate both awareness and infrastructure growth.
Explaining the thinking behind the move, Hero MotoCorp emerging mobility business unit chief business officer Kausalya Nandakumar said, “Cricket has an incredible ability to unite and inspire millions across the country. With the ‘6 for 6’ campaign, we are turning every big hit on the field into a step towards a cleaner and a more accessible mobility future.”
She added that VIDA’s expanding fast-charging network and removable battery technology are designed to make EV ownership more convenient and practical for everyday users.
From the franchise’s side, the campaign is also about giving on-field moments a larger purpose. Kolkata Knight Riders chief executive officer Venky Mysore said, “The ‘6 for 6’ campaign exemplifies the potential of sport as a platform for meaningful, real-world impact. By linking every six to the expansion of EV charging infrastructure, this partnership transforms fan excitement into tangible progress.”
As part of the rollout, VIDA has introduced co-branded charging stations in KKR’s signature colours, with a flagship installation unveiled alongside team players. The chargers are designed for quick top-ups, powering VIDA scooters from zero to 80 percent in about an hour, while also being positioned along key highways to support longer journeys.
The initiative also taps into VIDA’s removable battery system, which allows users to charge using standard household plug points, adding flexibility to the charging ecosystem.
By blending the thrill of cricket with the urgency of clean mobility, VIDA and KKR have found a neat way to make every six count twice, once on the scoreboard and again on India’s road to an electric future.
