BACKGROUND

1 in 3 WOMEN IN INDIA IS SUBJECTED TO VIOLENCE | 1 in 10 OF THESE WOMEN REPORTS THE OFFENSE

India's Issue with
Women's Safety

Early evidence during the pandemic suggested that domestic violence complaints had risen by 131%. Violence against women is deeply entrenched and widely prevalent in India, fuelled by patriarchy and toxic masculinity.

TOXIC MASCULINITY

TOXIC Masculinity

Most bike brands try to embody an outdated concept of masculinity in their positioning to appeal to male audiences.

Our brand new motorbike - the TVS Raider, did not want to fuel this trend. We wanted to take a stand against the prevalent toxic masculinity in Indian society.

TOXIC MASCULINITY

THE CAMPAIGN

Let's assault & damage our own bike

THE INSIGHT

On 25th November, the International Day for the Elimination of Violence against Women, we launched a video that showed our brand new bike being brutally assaulted.

Men have a unique empathetic relationship with bikes and cars, such that a small scratch can cause them mental distress.

When men are capable of feeling pain towards the harm of an inanimate object, then why do they continue to remain silent spectators to the brutal assaults on women?

EDUCATING THE YOUTH

#FightForWhatsRight

Josh-Talks

To truly modify the behavior of men in our society, we needed to educate the young impressionable minds of the country.

We partnered with Josh Talks, a curator of influential expert speakers, to structure an informative module that would educate the youth about the inequalities in society, identifying gender based violences, and provide steps and resources to combat these violences.

8.75M
Video Views
1.35M
Engagement
72,308
TVS Raider Bikes Sold
20
Campus Workshops
*till date
150k+
Young Mindsets
Impacted
TVS Raider - Fight for What's Rights