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Today's Deccan Herald carried an ad for Avon Cycles that reminded me how twenty years ago I would study these ads carefully and look out for the model that I want to ask my dad to buy. I am sure there are kids who do it today as well.  What stuck me was that this ad was trying to sell bicycles just like it was doing twenty years ago. Almost a catalog.

From my world twenty years ago, I saw that kids would ride cycle till they pass out of school/college and then graduate to motorised vehicles and not look back. But our current times, lifestyles and situations at different locations are forcing ( or encouraging ) us to look at cycling as a viable option. Twenty years ago "to commute" or "my stylish bike" may have been the only problem that bicycle makers were trying to solve, today dont they have many more opportunities?. Be it commute to work, health, global warming or as a weekend leisure activity - there seems to a growing feeling among urban citizens to get on to the road with their bicycles.

The initiators from varying age groups are already on the road with their bikes and the followers numbers are visibly increasing. Mostly all are self motivated to make a difference to their lives. Public service messages are already on all the media to encourage people to save fuel. Communities are getting formed to encourage biking brotherhood. Take a look at a presentation that has been doing rounds as Email forward.

None of the brands I grew up with like BSA, Hero, Hercules, Atlas or Avon seem to be taking advantage of this to communicate and create newer markets.If this is Avons attempt at wooing urban educated crowd - it can be bettered. This need not even be in mass media. Shouldnt they be taking cue from this kid in the PCRA ad.