HOW STORM AND TOTAL ENERGIES CELEBRATED AND EMPOWERED WOMEN RIDERS THROUGH #RIDETOINPSIRE

• CLIENT : Total Energies
• CATEGORY : Automotive Lubricants
• BRAND : Hi-Perf Engine Oil
• MEDIUM : On-ground Activation and Digital Campaign

Problem:

The biking community in India has traditionally been male-dominated, leaving women riders underrepresented. TotalEnergies Hi-Perf Engine Oil wanted to leverage Women's Day as an opportunity to empower and celebrate women riders, showcase their inspiring journeys, and promote the brand's association with gender inclusivity in biking.

Our Solution:

We launched the #RideToInspire campaign—an integrated activation concept aimed at recognising and celebrating women bikers while amplifying their stories to inspire more women to take up biking. The campaign combined digital storytelling and an on-ground felicitation event to engage the target audience meaningfully.

Execution:

The campaign unfolded through a carefully crafted blend of digital storytelling and on-ground engagement. It began with the selection of three inspiring women riders whose journeys of resilience, courage, and passion for biking were captured in emotive short films. These films were shared across TotalEnergies Hi-Perf’s social media platforms, striking a chord with the audience and generating widespread attention. The narratives showcased the riders’ challenges and triumphs, creating a strong emotional connection with the brand’s message of empowerment. The on-ground activation took place on Women’s Day, where a dedicated event was organised to honour the contributions of women bikers. The venue, adorned with TotalEnergies Hi-Perf branding, created an immersive environment that reinforced the brand’s commitment to gender inclusivity and empowerment. Participants were celebrated for their achievements and presented with branded giveaways, including biking gear and engine oil kits, which enhanced engagement and strengthened brand recall. The event also served as a platform for community building, allowing women bikers to connect, share their experiences, and foster a sense of belonging. This initiative went beyond individual recognition, inspiring more women to join the biking community and helping to shape a supportive and inclusive environment for them.

Results:

The campaign yielded impactful results, celebrating the achievements of women riders and inspiring others to embrace biking as a form of expression and empowerment. By reaching thousands of followers on social media, the campaign amplified the stories of resilience, sparking meaningful engagement and driving conversations around inclusivity in the biking community. The on-ground activation further enhanced the brand's reputation by showcasing TotalEnergies Hi-Perf as a champion of gender inclusivity. By connecting with the audience through authentic storytelling and tangible recognition, the campaign firmly positioned the brand as a progressive and supportive ally for women riders, making a lasting impact on both the community and its perception of the brand.