MUMBAI, INDIA – Merging tradition with innovation, motorcycle brand TVS RONIN has joined forces with TBWA\India to launch a compelling World Art Day campaign: The Art of Protection. This initiative bridges two vital concerns – road safety and cultural preservation by reimagining the motorcycle helmet as both a safeguard and a canvas for India’s rich artistic heritage.
Rooted in the philosophy of “Riding Unscripted,” this limited-edition collection of helmets pays homage to indigenous art forms such as Warli, Khovar, Gond, Madhubani, and Pattachitra, while actively promoting the essential practice of helmet use among riders.
Adding to this, Vimal Sumbly, Head Business – Premium, TVS Motor Company, shared, “TVS RONIN has always been about enabling riders express their unique personalities. ‘The Art of Protection’ is a powerful manifestation of this philosophy — an initiative that not only safeguards our riders but also carries forward India’s incredible artistic heritage.”
Rathish Subramaniam, Creative Head – South, TBWA\India, commented: “India’s cultural richness deserves more than preservation; it demands celebration. This campaign captures just that spirit through the raw, #Unscripted lens of the TVS RONIN.”
With the campaign’s resonant messaging and striking visuals, it has quickly captured audience interest – generating over 75,000 page visits, 3.6% engagement, and an 8% increase in Instagram followers in just one week. The overwhelming response has prompted plans for a second phase, driven by public curiosity and cultural enthusiasm.
