BSA Ladybird has launched a campaign to celebrate 25 years of its existence, with 90% of the crew working on the film comprising women. Conceptualised by Ogilvy Bangalore, the film is an ode to the brand that rode with young girls and grown-up women on their adventures, at different seasons and for different reasons.
The film features young girls going on rides together, right from the rains to their dates and everything in between. It then shows the young rider all grown up, reminiscing about her old days with the cycle, as she continues to ride her BSA Ladybird.
KK Paul, president, TI Cycles of India, said, “Fun, freedom, energy, style and comfort are some of the values that define the BSA Ladybird. Over the last 25 years, BSA Ladybird has not just partnered a girl's self-determined quest for independence, but also been an extension of her personality and style statement. Over the last decade alone, 3.5 million young girls and women have experienced the joy of riding a BSA Ladybird Cycle. To celebrate this feeling, we are releasing a film, in which we have attempted to capture how early experiences and childhood evolve us. In order for women to pursue their dreams, it is imperative for us to acknowledge the importance of freedom for the girls, at the right time, to emerge stronger than ever. Today, we thank them for trusting and including us in their journey of growth.”
Mahesh Gharat, chief creative officer, Ogilvy India – South, said, “BSA Ladybird has always been the choice of spirited, independent girls. When we look at the brand’s role in their lives, it has been more of a friend and confidante. Someone who has a strong hand in shaping the way they spend their developing years. The brand, in turn, has grown with these girls, imbibing their fearless spirit. This journey of fun and freedom is what we have tried to capture through the film and the campaign.”