Mumbai: Riders has rolled out its first ever TVC campaign, "Riders for Change & Riders for Life," featuring brand ambassador Sara Ali Khan.

The all-new TVC was conceptualised and imagined by the creative minds at renowned production house Dharma 2.0. The campaign will run on Facebook, Instagram, YouTube, the Google search engine, and other contextually relevant websites.

The peppy new TVC features Khan getting on her personal Riders cycle and going about her everyday life, exploring the city. Her ride takes her down the street; she enjoys a cricket match; and she wraps up her day posing on the red carpet with her Riders cycle in her typical mischievous yet adorable persona. Khan embodies the Riders’ ethos of riding for change and adventure, bridging the gap between form and function.

The campaign is conceptualised around the idea of creating an alternate, entertaining, and animated world where one can ride for joy, sustainability, and a healthy planet.

Speaking on the campaign, Riders managing director Sameer Mavadia said, "We’re thrilled to have Sara Ali Khan as our new brand ambassador, and with her youthful energy and determination, she inspires young people to follow their dreams and pursue their passions. We believe in empowering and inspiring the next generation of youth, and we're confident in achieving our goals and effectively scaling our market presence—with Khan at the helm!"