TVS RONIN and TBWA\India champion safety and culture with ‘The Art of Protection’
TVS RONIN, inspired by its philosophy of “Riding Unscripted,” has partnered with TBWA\India to launch a special World Art Day campaign titled ‘The Art of Protection’. This limited-edition helmet series celebrates the rich heritage of Indian folk art while promoting safer riding habits — blending creativity with protection on every ride.
Rooted in the spirit of exploration, individuality, and culture, TVS RONIN has always stood for more than just motorcycling — it embodies a way of life where art, music, travel, and freedom merge seamlessly. In its latest initiative, the brand brings alive this ethos, merging protection with preservation.
Despite the growing emphasis on road safety, a concerning number of Indian riders still neglect helmet use, often citing discomfort or lack of personal style. Simultaneously, traditional Indian art forms like Madhubani, Gond, Warli, and Pattachitra are witnessing dwindling relevance in today’s modern world. With ‘The Art of Protection’, TVS RONIN presents a two-pronged creative solution to these challenges.
Each helmet is a wearable masterpiece — from the intricate lines of Madhubani to the earthy rhythms of Warli, the collection is a tribute to India’s artistic heritage — ensuring that as riders journey unscripted, they also become moving storytellers of India’s enduring legacy.
Vimal Sumbly, Head Business – Premium, TVS Motor Company, said: “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.”
Rathish Subramaniam, Creative Head – South, TBWA\India, said: “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 had an engagement rate of over 3.6%, increased follower growth by 8% on Instagram and generated over 75k page visits over a period of just 1 week. The audience has been curious and wants to learn more – persuading the brand to release a phase 2!
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