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Pedal to health
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Motorcycles might give you an adrenaline high. But bicycles give you health and the joy that comes with all things slow and steady, say people at TI Cycles
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Mohit Khattar says that cycling is the best way to beat stress.
"I RAN away from home on my cycle when my dad scolded me. I did not get very far and when my dad caught me, I got whacked. I could not escape my dad on a cycle. But it sure can help beat stress and the boredom of daily routine," says Mohit Khattar, Vice President, Marketing, TI Cycles.
The campaign
His company has recently launched a campaign called Go Cycling Bangalore to promote cycling as means to beat stress that builds up as a result of the fast-paced life we lead today. "The average urban Indian has forgotten all about cycles. It is not part of the mindset anymore. As a nation, we have grown out of cycles," he says.
"The demand for cycles has stagnated now. But I feel that cycles can play an important role in the urban Indian's life. A cycle is part of daily life abroad. But cycles in India are seen as commuting vehicles. Cycles are not for kids or doodhwallas, but for you and me. It can be fun and people can enjoy some memorable adventures," he adds.
The campaign has already kicked off on Radio City with a nostalgia related promotion titled Ring A Bell. Adults are targeted and asked to call in or SMS the station with their memories on cycles. Questions are set everyday with different themes, and people are made to relive their memories based on that question. The winners get a cycle. There is one cycle being given away every day until March 31.
Many groups have advocated the bicycle as the best means of commuting. But is it practical and can we get gas-guzzling road users to pedal?
"Cycles are not for commuting anymore because of the traffic. But they can surely be used for short errands such as going to the barber, buying vegetables etc. You can go for a quick lap in the morning. Or head out of the city on a cycling trail. You lose calories much faster on a cycle. It is difficult. But not impossible. If you give the right reasons it is possible," argues Mohit.
After the radio phase, the company plans to organise trips on cycles to scenic spots outside Bangalore and also rent out cycles in neighbourhoods, so that people can get a feel of cycling.
Anand Sankar
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