MUMBAI: TVS Ronin is blending tradition with throttle in its latest campaign, “The Art of Protection”. Teaming up with TBWAIndia, the brand has launched a limited-edition helmet collection to mark World Art Day — where the brush meets the brake and heritage meets headgear.
Inspired by Indian folk art styles like Warli, Madhubani, Gond and Pattachitra, the helmets aren’t just about saving lives, but saving legacies. Each piece is a hand-painted ode to India’s cultural wealth — a moving mural on two wheels.
Adding to this, TVS Motor Company head business – premium, Vimal Sumbly shared, “TVS RONIN has always been about enabling riders to 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.”
TBWAIndia creative head – South, Rathish Subramaniam 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.”
The initiative tackles two problems head-on: the casual disregard for helmet use among riders, and the fading visibility of India’s traditional art forms. The result? A campaign that’s part PSA, part gallery on the go.
The numbers back the buzz: a 3.6 per cent engagement rate, eight per cent bump in Instagram followers, and over 75,000 page visits in just a week. With audiences asking for more, TVS is already shifting gears towards a phase two. Art never looked so fast.
Leave a Reply