TVS RONIN has partnered with TBWA\India to launch a campaign titled ‘The Art of Protection’ for World Art Day. The initiative introduces a limited-edition series of helmets featuring Indian folk art styles including Warli, Khovar, Gond, and others.
The campaign aims to address two ongoing concerns: the inconsistent use of helmets among Indian riders and the declining visibility of traditional Indian art forms. By combining these areas, TVS RONIN seeks to promote road safety while supporting cultural awareness.
The helmets feature artwork in styles such as Madhubani, Gond, Warli, and Pattachitra. According to the company, these designs serve both a protective function and a cultural purpose, encouraging riders to wear helmets while also showcasing Indian artistic traditions.
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, added, "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."
According to the brand, the campaign has seen an engagement rate of over 3.6%, an 8% increase in Instagram followers, and over 75,000 page visits in one week. The response has prompted plans for a second phase.
Instagram Reels related to the campaign can be viewed here:
Reel 1
Reel 2
