O&M creates new TVC for TI Cycles' BSA i Bike

NEW DELHI: Chennai-based TI Cycles of India has launched a new television commercial (TVC) for its new bicycle BSA i Bike, designed by I.DE.A Institute, Turin in Italy. The campaign has been created by Ogilvy & Mather.

“The BSA `i Bike’ is a revolution in the Indian bicycle market. Designed by I.DE.A. Institute, the designer of Fiat Palio and Tata Indica, this bicycle merges stunning looks with superior design. I.DE.A. has incorporated the anthropological data of Indians in the design in order to ensure that this is the most comfortable bicycle to ride,” says BSA brand manager Rachna Anbumani.

The bicycle has been conceptualised to suit the Indian consumer and has factored in elements such as the average height of the Indian consumer. “In addition to the Cantilever frame design, which acts as a natural shock absorber, the height of the cycle and the distance between the seat and handle bar are matched to suit the average height of Indian consumers. The handle bar is also unique and offers the rider three grip positions. This helps the rider to adjust his riding position and overcome fatigue,” adds Anbumani.

The commercial, with tagline `prepare to be watched’, focuses on the product features. It shows a boy, the protagonist, riding on his new BSA `i Bike’, which leaves his peer group spellbound. The commercial specifically focuses on bike’s features such as X Shocks frame, multi-grip handle bar, aero tread and contoured seat and signs off by stating the bike has been designed in Italy.

“The target audience for this bike is - boys in the 9-14 age-group. The brief given to the agency was to make the launch campaign for BSA i bike 'the most coveted bike' because of its looks – designed by idea institute Italy and a host of features,” adds Anbumani.

“The i Bike comes with a host of other features like soft cushioned seat, aero tread tyres for better road grip, non-slip rubberised pedal and Shimano head lamp. TI Cycle has registered the design. The bike is presented with very attractive paint finish and with under lacquer stickers. The bike also carries the signature of the designer from I.DE.A. Institute, Justyn Norek,” elaborates Anbumani.

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