BSA's Ladybird Honors Girls Behind Its Successful Ride

BSA’s Ladybird, India’s first bicycle brand for girls, turns 25 this year and has contributed to shaping the childhoods of generations of women ever since its launch. It helped them to be independent, free-spirited, and fun-loving. For its silver jubilee celebrations, the brand wants to remind customers of the fun and joyful riding moments they had, that eventually led to forming new friendships and lovely memories. To relieve these precious times and also to create new ones, the brand launches the #FunTurns25 ad in partnership with agency Ogilvy Bangalore.

The campaign celebrates the girls who, via their adventurous and joyful spirit, have helped the brand evolve and keep riding over the years. It brings a beautiful ode to the freedom these girls have enjoyed alongside their cycles, perfectly capturing what being a Ladybird girl means.

KK Paul, President, TI Cycles of India: “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.”

According to the president, over the last 10 years alone, the great pleasure and happiness that a ride of a BSA Ladybird Cycle has brought to the cyclists have been experienced by 3.5 million girls and women. “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,” KK Paul continues.

Mahesh Gharat, Chief Creative Officer, Ogilvy India – South, adds: “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 spent 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.”

To assure that the 30-second video ad follows a women-centric narrative, around 90% of the crew contributing to making this film possible — starting with director, writer, producer, music director, casting, and production team — included females.

Both the brand and the agency strongly believe that this contributed to making the film feel more authentic, as the scenes featured are actually genuine moments of fun and freedom stories the crew team members have experienced throughout their childhood.