Sportz Village Xp

Client Brief

A pioneer in the market, TI Cycles is India’s largest cycle manufacturer with flagship brands like BSA, Hercules, Montra, etc. With the evolving consumer trends over the years, the company has proactively shifted its offerings to value-based, recreational, and trendy urban cycles from simply the commuter segment.

Making cycling a part of recreation and lifestyle for kids
In 2017, TI Cycles launched a new range of products including innovative, thrilling, and fashionable models of Hercules & BSA Ladybird for kids. It also unified its online & offline retail identity under the Track & Trail brand. With a focus on promoting experience (cycling) over the product (cycle), TI Cycles wanted to introduce children to the exciting world of cycling
and encourage them to learn cycling as a healthy life skill.

Idea

An innovative and interactive school contact program to generate an active interest in cycling among kids

We ideated and executed ‘Cyclo’pedia’, an informative program consisting of three simple yet extremely engaging workshops for school kids. Each workshop had components like a showcase video, LIVE Demo, video presentation, etc to cater to different children groups.

Execution

Target Group: 8 to 14 years kids
Focus Region: Tier-2 cities of Karnataka, Maharashtra & Uttar Pradesh
Duration: 5 months

Workshop Details:

The Cyclo’pedia Workshop: A 30-minute fun and informative session for the kids with the objective to kindle a genuine interest in cycling.

The ‘BSA Ladybird Be Fearless!’ Workshop: An interactive program to empower young girls and encourage them to go out and ride freely, be confident and learn something new, fascinating and useful.

The ‘Hercules Gear up!’ Workshop: A cool, informative and sporty session to showcase advanced geared cycles and its functions, as well as the basics of cycling, road safety rules etc.

Collaterals:
A workshop activity booklet, retailer/dealer brochures and ‘Certificate of Appreciation’ to all kids

Result

The program serves as a tipping point in making TI Cycles brands synonymous with cycling for new-gen India

Engaged 2.8L+ boys and girls from 328 schools
Exclusive attention to the core TGs
Authentic manifestation of the brand’s stance & communication
Content generated for coverage in major dailies

Activation & Experiential

Bengaluru

Services

Clients

Category Experience

Employees

1-10 Employees

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