STUDDS Accessories, a two-wheeler helmet player earlier this year, launched its new brand film that aimed to bring alive the company’s 50-year journey of resilience, innovation and trust.
Shot in Ladakh, the film is produced by Continu Media and conceptualised and executed by Rudraksh Vashist, Co-Founder and Director Continu Media. Produced by. Tanya Dudeja, with creative direction by Mukul Dhamija and Fanush Saini and cinematography by Rahul Chauhan, the piece aims to be a union of credibility and trust in the brand, showcasing STUDDS’ advanced manufacturing and competencies in the last five decades.
The story looks to underscore STUDDS’ evolution alongside India’s two-wheeler culture, building a strong reputation with safety, reliability and style in meeting customers’ expectations in every journey.
MediaNews4U.com caught up with Aditya Verma GM Sales & Marketing STUDDS Accessories
Q. Is the goal of marketing positioning helmets as a lifestyle product?
At Studds, Safety is the foundation of everything we stand for. For us, a helmet is first and foremost a symbol of protection. However, riders today also view it as a reflection of their personality, especially enthusiasts for whom it becomes part of their identity.
We have aligned our design philosophy around this evolution by bringing safety, ergonomics, and aesthetics together. As the riding culture matures in India and globally, the helmet naturally transitions from not just being a safety necessity, but also to a marker of personal expression.
Q. Does marketing aim to strengthen the message of PM Narendra Modi’s Make in India vision?
Our marketing has multiple layers, one of which aligns strongly with the Make in India initiative. We take pride in being a brand that engineers and manufactures entirely in India, for both Indian and global users.
While we consistently emphasise safety, innovation, and technology in our communication, the Make in India narrative indicates our contribution to high-quality Indian manufacturing and export capability. It is a natural extension of our identity, not a standalone message.
Q. Could you talk about the creative brainstorming that led to the campaign celebrating five decades of the company? What are its various legs?
The 50 Years of Studds campaign was conceptualized to capture one simple yet profound truth- five decades of trust built through protection, innovation, and evolving rider needs.
The idea was to create a bridge between our legacy and our forward-ready commitment. The process involved bringing together design language that honored the brand’s heritage while expressing the modern rider’s spirit. The campaign has been activated across all digital media touchpoints.
Q. What other marketing activities and innovations can we expect?
We are the official Safety Partner for India Bike Week 2025. We are also participating in EICMA 2025. Our upcoming innovations include riding gear and accessories, as well as next-generation helmets designed for enhanced safety, comfort, and connectivity.
The focus remains on improving rider experience through enhanced quality materials and improved aerodynamics and functionality.
Q. Could you shed light on the media mix between traditional and digital platforms?
Our communication strategy ensures a balanced presence across both traditional and digital platforms. Traditional includes print, in-store, & retail branding. Digital efforts span across performance marketing, Meta, Google, influencer networks, and e-commerce.
The media mix is nearly 50:50, optimising reach and engagement. This balanced approach allows us to stay relevant to both conventional buyers and digitally engaged consumers.
Q. Is programmatic advertising playing an increasingly important role?
Programmatic advertising is not our current focus since our campaigns primarily target the top and mid funnel.
Q. Is the festive season key, or do sales happen across the year?
Sales trends show consistent purchases throughout the year, with seasonal spikes during festive months due to higher two-wheeler purchases.
Q. Is Q-commerce playing an important role in this category?
Q-commerce is gradually emerging as an important growth channel. Our products are available on platforms like Blinkit, Instamart, Zepto, and Flipkart Minutes.
It is an important indicator of shifting consumer behavior towards immediacy and convenience, even for a category like ours.
Q. How are AR, VR, and MR helping create immersive online experiences?
Physical experience is critical in helmet purchase, given the significance of fit and comfort. In the future, we may explore avenues where immersive technologies can meaningfully connect online visualisation with offline validation.
Q. Has the company undertaken a brand refresh to appeal to Gen Z?
There hasn’t been a brand refresh; instead, we adapt in the way we communicate and innovate to a younger audience. Our focus on authenticity in our product & its graphic designs, with our diverse product portfolio, finds resonance across different age groups.
Having said that, we’d collaborated with Warner Bros. Discovery Global Consumer Products and we’d recently launched DC-inspired Batman and Superman helmets in our top-of-the-line Studds range. These are some of our purposeful steps to connect with younger, style-conscious audiences while maintaining our legacy of safety and reliability.
Q. According to analytics, where is the whitespace for growth? How will the GST reduction help?
Growth opportunities exist across both organic and inorganic fronts. Organically, rising awareness around safety, rapid expansion of riding communities, and the growing culture of leisure and adventure travel are driving helmet adoption.
Inorganic growth stems from the government’s focus on mandatory safety compliance in various states. The recent GST rationalization by the Government of India and the GST Council didn’t reduce GST on helmets. It’s still at 18%. Any reduction of GST on helmets would positively influence affordability and drive premiumisation in the category without compromising safety standards.
Q. Apart from India, which are the key international markets?
We are present in over 70 countries. Apart from India, our top focus markets are Latin America, Australia and the European Union, where we comply with their respective safety standards.
Q. What role does AI play in the company’s operations?
AI plays a supportive role in our business. In marketing, it bolsters our targeted communication and performance analytics to refine campaign efficiency.
As automation and machine learning evolve, our aim is to use technology responsibly to elevate both product excellence and consumer experience without losing the human element of our brand.
