Helmets as art canvases: Why TVS Ronin turned safety gear into cultural statements

In an era when your sneakers can carry street art and cola cans feature tribal prints, it was only a matter of time before motorcycle helmets received a cultural upgrade. 

With the launch of its new campaign Art of Protection, TVS Ronin is putting Indian folk art from Gond to Pattachitra not on gallery walls, but right where they meet the road: on riding helmets.

While art-vertising is not new (we’ve seen brands adorn everything from packaging to fridges with regional motifs), this marks one of the first times traditional Indian art is being layered onto a protective gear category. It’s a bold fusion of safety, style and storytelling.

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To understand the thought process behind the campaign, the product strategy, and where this cultural-meets-commercial design philosophy is headed, afaqs! spoke to Vimal Sumbly, head of business, premium, TVS Motor Company. 

He shared insights into the creative collaboration with TBWA, how the helmets align with Ronin’s urban-rider positioning, their pricing, future expansion to other riding gear — and why the localisation-meets-premium approach is more than just a one-off brand moment.

Vimal Sumbly, TVS Motor Company 

Not just safety gear, but a canvas for storytelling

At the heart of Art of Protection lies a powerful insight: safety and self-expression don’t have to be separate.

“The campaign originated from the foundational philosophy of TVS Ronin that it’s not just a motorcycle but a symbol of a lifestyle and an emerging subculture,” says Sumbly.

Since its launch, Ronin has consistently positioned itself as a motorcycle for individuals who live life independently.

Previous campaigns featured rap anthems and street art, aimed at cultivating a creative, expressive rider community. Art of Protection, launched around World Art Day and Road Safety Week, deepens this narrative.

“We set out to elevate the helmet from being just a piece of safety gear to a canvas for cultural storytelling. By protecting art, we also protect life and vice versa,” Sumbly explains. 

The initiative was developed with TBWA, India, and brought to life in collaboration with folk artists, each contributing their regional expertise to interpret heritage onto modern helmet designs.

Riders as cultural carriers

The campaign reflects a growing shift in how young consumers engage with products. “We’re seeing a strong move towards art-vertising, where brands embrace traditional and regional art forms not just for aesthetic value but to create deeper emotional connections,” says Sumbly.

And the choice of helmets? Intentional. Helmets, while essential, are typically under-branded and under-leveraged from a storytelling standpoint. “With this initiative, we reimagined the helmet often considered purely functional as a vehicle for cultural identity,” he adds. 

“By partnering with local artists and blending traditional art onto a modern object, we weren’t just creating a helmet; we were building a narrative.”

The approach also resonates with Ronin’s larger identity, a motorcycle designed for urban, lifestyle-oriented riders, not just commuters. “Ronin represents freedom, individuality and a new motorcycling culture. This campaign takes that spirit further by merging art, safety, and expression into one.”

Who is this really for?

Currently, the helmets are not available for commercial sale; they were designed as collectibles to showcase what’s possible when design, heritage, and safety converge. But Sumbly is clear about the target consumer if and when they hit the market.

“The core consumer would be the young, style-conscious riders, Gen Z and millennials — who view motorcycling as a lifestyle, not just a mode of transport,” he says. “These are riders who look for products that reflect their values, beliefs, and creative expression.”

Interestingly, while the campaign has urban roots, TVS is seeing rising traction from Tier 2 and Tier 3 markets as well.

“There’s a cultural shift underway. Gen Z across India is embracing traditional aesthetics from retro fashion like bell-bottom jeans to Indian art forms. Art of Protection taps into this moment of modern nostalgia,” Sumbly notes.

Limited edition today, long-term play tomorrow?

While the helmets are currently limited-edition pieces, their design philosophy may inspire future products. “These helmets offer both safety and artistic value, but they are collectibles for now,” says Sumbly.

However, this isn’t the first time Ronin has blurred the lines between machine and cultural storytelling.

Earlier this year, TVS unveiled the TVS Ronin Rann of Kutch Edition, a custom-built motorcycle developed in partnership with Gujarat Tourism and showcased at the Auto Expo.

“That edition wasn’t just about styling; it was a tribute to local art and heritage,” says Sumbly. “The traditional motifs from the Kutch region were intricately woven into the bike’s design. It was a powerful example of how cultural storytelling and personalisation can thrive in premium motorcycling.”

Are there plans to incorporate similar folk-art designs into jackets, gloves, or production motorcycles? “There are no immediate plans,” he says. “But the creative intent behind Art of Protection and the Rann of Kutch edition reflects our larger commitment to individuality, culture, and the unscripted life.”

Local meets premium: a long-term approach

In a market where brand positioning is evolving fast, especially among youth, localisation is no longer just a nod to culture; it's becoming a premium brand value. Sumbly believes this blend will define the future.

“Today’s consumers don’t just want performance; they want meaningful ownership. They seek identity, authenticity, and products that tell stories,” he explains.

“The convergence of localisation and premium branding will continue to play a significant long-term role at TVS.”

With the Art of Protection campaign, Ronin seems to be riding a wave that goes beyond helmets toward a future where safety, identity, and art co-exist—one ride at a time.