June 3 is observed as World Bicycle Day. Normally it would have been a day that would have brought thousands of cycling enthusiasts out on the road to celebrate a day dedicated entirely to them. But these are not normal times and we are in the midst of a global pandemic and instead of celebrating, we are forced to stay indoors, and cycling is the last thing on our minds.
As a brand, TI Cycles has always stood for good health and positivity and on this special day, it sent out a message through a film to people to look towards a better tomorrow and have hope that someday we will welcome a world where #WeWillRideAgain.
This film is designed to inspire people and to remind people of the joys of cycling. And hold on to the belief that we will be able to experience that joy very soon.
The film is made entirely by using photographs that capture the state of bicycles today. Bicycles that have been parked all around our homes— in bedrooms, living rooms, terraces and basements, waiting for the day that they will be used again.
Sushant Jena, Senior Vice-President, TI Cycles of India, said, “Today, all of us are facing really difficult times. We want to move out of homes but keeping everyone's safety in mind, we aren't. On World Bicycle Day, TI Cycles wanted to celebrate with everyone. Keeping this safety in mind we are reaching out with a message of hope, longing for something we all are looking forward to — go out and ride again. We are hopeful that the situation gets back to normal soon and while waiting for safer days to ride, we want to celebrate the spirit of good rides and good times.”
George Kovoor, Digital Lead, Ogilvy South, said, “Our spirits are much like a cycle in the garage today, dampened, rusted. But like the sun rises every morning after the darkest nights, these tough times too shall pass. We wanted to draw this parallel to reinforce the message of positivity and hope that our brand is all about. This is a simple film about a simple thought— good things, like cycling, will come to us again.”
Client: TI Cycles of India
Brand: Track & Trail
Senior Vice-President: Sushant Jena
TI’s marketing team: Manish Sridhar, Varun Nair
Agency: Ogilvy, Bangalore
Chief Creative Officers, Ogilvy South: Kiran Anthony & Mahesh Gharat
Managing Partner, Ogilvy South: Tithi Ghosh
Creative team: George Koovor, Laven Chauhan
Strategy & Planning: Divyoshri Chatterjee
Account Management: Khushbu Singh
Production House: Little Lamb Films, Mumbai