Avon Cycles
Avon Cycles partnered with Plugin to conceptualize and execute a large-scale integrated campaign, Desh Ki Ride, to elevate cycling from a mode of transport to a movement of health, sustainability, and cultural connection. The campaign was designed to emotionally engage diverse audiences and position Avon as a brand that connects tradition with modernity.
To reposition the cycle as an aspirational lifestyle symbol while reinforcing Avon’s brand relevance across urban and rural India
We built the campaign around Desh Ki Ride—a theme that celebrates cycling as a part of India’s collective identity. Through visual storytelling and a powerful narrative, the campaign paid homage to cycling’s historical significance and modern-day resurgence.
A 52-member crew embarked on a 50-day journey covering 3,564 km across 144 cities, engaging communities and capturing real-time stories and emotions associated with cycling.
We created a mix of digital-first content including:
High-quality visuals combined adventure cycling, city commutes, and personal anecdotes. The creative tone was kept modern, minimal, and people-focused.
Reach
Views
Engagement
Mentions
Earned Media
Desh Ki Ride successfully shifted the narrative from product to purpose. It helped Avon Cycles reinforce its identity as a trusted heritage brand that’s relevant to today’s fitness-conscious, value-driven consumer.
The campaign received wide media attention and was featured in
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