“#WeWillRideAgain” - A Tribute with a Positive Message

On World Bicycle Day, Ogilvy has paid tribute to TI Cycles of India through a film made entirely out of photographs of cycles. The pictures in the film reveal the present state of bicycles.

The pandemic has made it difficult for bicycle riders to go for a ride outside. With most of them forced to stay indoors the film from Ogilvy seems to be the perfect form of tribute for the cycle lovers.

Ogilvy as a brand has strived to spread the message of better health and positive thinking through its customers. The brand has, through the tribute on World Bicycle Day, spread the positive message of hope and a better tomorrow. The film tries to remind people of the pleasure of riding a bicycle at the same time sending the message that the good old days will come again. They urge people to wait peacefully for a world where #We WillRideAgain.

TI cycles are sending the message of hope and a better tomorrow through the safest method possible during the pandemic, according to Sushant Jena, Senior Vice President of TI Cycles, India. He mentions that people are in difficult situations and they wish to go out. TI cycles hope that the safer days for joyful riding id not far away.

George Kovoor, Digital Lead of Ogilvy South compared the spirits of people to the cycle lying dormant in the garage. The film, but sends the message of positivity to the people, providing them with the strength to wait till the days that are conducive for riding approaches. According to him, good things will always come back in life.

The film captures the present state of bicycles. It is filled with images of cycles locked in garages, rooms, parked in the parking space etc. The tribute emphasises that the better days that are safe for riding will come again with the hashtag #WeWillRideAgain.