2 – wheeler riders

Most riders in India, especially in tier 2 cities, prefer not to wear the helmets. Even if they do, it is to save themselves from challans rather than to save their own lives. Hence, opting for non-ISI cheap quality helmets.

To get their attention beyond what the traffic police were already doing, we needed to come with a powerful voice they didn’t fear, but aspired towards.

Get the influencers to talk about it… the budding women bikers.

Enter the conversations of the most influential community in this segment – the biking enthusiasts.

To bring out a strong connect with the brand promise “Powered by Passion”, we zoned in on biking enthusiasts who are going against all odds to stand true to their passion of riding, while strongly embodying the product promise of “safety”… the emerging women bikers in India.

Bringing their message to the budding bikers

Most of the people who own a scooter or a bike aspire for an adventure trip. This aspiration makes them follow the pages of the Adventure bikers. Epitomizing them, learning from them and in some way becoming part of their community.

Hence, they became the evangelists of our campaign. We amplifyed their stories live from the event. Recorded their interviews and unbiased feedbacks on the products. We followed their social handles back to capture how they deliberated safety in their next ride.

The Result

The entire content was created in a span of 4 days, and leveraged over a period of 2 months. All 4 channels of social media were lined with content specific to each channel and not as a me too of facebook or Instagram, ensuring maximum cumulative impact.