Mumbai: In a compelling blend of art, culture, and safety, TVS RONIN has teamed up with TBWA\India to unveil a unique World Art Day campaign — ‘The Art of Protection’. Inspired by the brand’s philosophy of “Riding Unscripted,” the campaign introduces a limited-edition helmet series that reimagines protective gear as cultural canvases, celebrating traditional Indian folk art styles like Warli, Gond, Khovar, Madhubani, and Pattachitra.
Crafted at the intersection of creativity and responsibility, the initiative speaks directly to two pressing concerns: the low adoption of helmets among Indian riders due to discomfort or lack of style, and the fading relevance of Indian folk art in contemporary society. Through this campaign, TVS RONIN addresses both, making a bold statement that protection and preservation can coexist on the same canvas.
“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,” said Vimal Sumbly, Head Business – Premium, TVS Motor Company.
Each helmet in the collection becomes a wearable masterpiece, drawing on the earthy storytelling of Warli or the intricate detailing of Madhubani — transforming every ride into an unscripted journey through India’s vibrant legacy. These designs don’t just stand out; they start conversations.
Rathish Subramaniam, Creative Head – South, TBWA\India, remarked, “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 campaign resonated strongly with audiences online, clocking an engagement rate of over 3.6%, an 8% spike in Instagram follower growth, and generating more than 75,000 page visits within just one week. With increased curiosity and demand from the audience, the brand has confirmed plans for a Phase 2 rollout.
As TVS RONIN continues to build on its identity of non-conformity, freedom, and cultural depth, ‘The Art of Protection’ reinforces its commitment to merging form with function — where safety meets storytelling, and heritage becomes part of the ride.
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