Brief Explanation

BSA Hercules Cyclothon: 100% Cycling - The objective was to convince the citizens of Bangalore to park their bikes, cars, trucks and buses and ride a bicycle to THE WORLD'S FIRST HOLIDAY FOR MOTOR VEHICLES. The Challenge was to bring alive an issue close to every Bangalorean's heart - the impossibly congested roads and traffic in the most memorable manner. And spurring the audience to take part in the city's first Cyclothon.

The Brief

To inspire Bangaloreans to participate in the city's first Cycle Rally - BSA/Hercules Cyclothon.

How the final design was conceived

100% CYCLING. 0% TRAFFIC. To drive home the message of a complete motor holiday, we took No Car / No Bus / No Trucks allowed road signs and redesigned them as cycle wheel wraps. Over a 1000 cycles sported these wraps as we cycled across the city bringing alive the proposition of 100% Cycling and promoting the Cyclothon. The ambient promotion went on for a week across the city and touched several thousand residents of Bangalore.

Indication of how successful the outcome was in the market

Resulting in over 15,000 cyclists at The BSA Hercules Cyclothon, making it the biggest Cycling event in Asia. Post this activity, more and more people are waking up to 100% Cycling as a morning habit.