Indian Motorcycle Saudi Arabia Launches “Life Safety Hand Signs” Campaign for Prostate Cancer Awareness Month

In a bold fusion of creativity, culture, and purpose, Indian Motorcycle Saudi Arabia, and Al Jazirah Vehicles, has launched an innovative awareness campaign designed to steer the Kingdom’s riding community toward early prostate cancer detection.

Built on a powerful human insigh that life and riding share the same rhythm of smooth stretches and unexpected bumps the campaign reimagines the language of motorcycle safety. Bikers rely on hand signals to guide and protect their pack on the road; this campaign extends that same instinct for safety into the ride of life itself.

Introducing a New Language of Protection: The Life Safety Hand Signs

To capture the attention of motorcycle enthusiasts nationwide, Indian Motorcycle Saudi Arabia introduced the Life Safety Hand Signs, a new set of gestures inspired by traditional biker signals. But unlike the familiar signs for turns and stops, these signals carry a deeper message: urging men over 40 to take early screening for prostate cancer seriously.

Each gesture serves as a symbolic reminder of the importance of a simple PSA blood test—an easy, early check that could uncover invisible dangers long before they become life-threatening. The campaign’s core message resonates through the community with strength and clarity:

“Man up. Get checked early. Life deserves more miles.”

The initiative launched with a series of teaser messages, leading to the reveal of an online film and visual content showcasing the Life Safety Hand Signs. Designed with rider culture in mind, the visuals and language spoke directly to bikers, offering accessible tips and straightforward steps for early prostate cancer detection.

Turning Awareness Into Action: The Ride for Health

To bring the message from screens to streets, Indian Motorcycle KSA and IMRG organized the Ride for Health, one of their most meaningful journeys to date. Riders united with purpose, cruising together toward a dedicated medical checkpoint where every participant underwent a PSA blood test. What began as an awareness campaign evolved into real-life action, bikers not only heard the message, they lived it.

“Our objective was to create a meaningful campaign that would not only spotlight the importance of early detection, but mobilize an entire community, shifting awareness into action and action into a movement.”said Ramzi Mouakassa Director Marketing & CRM at Al Jazirah Vehicles Agencies Co. Ltd and Head of Indian Motorcycles KSA.

“Our challenge was how to genuinely connect with the biking community. Through a key insight, we developed an entirely new set of signals - The Life Safety Hand Signs - transforming our awareness message into something bikers could instantly relate to and engage with.” said Dany Azzi – AGA Executive Creative Director

The campaign achieved remarkable reach, resonating not only within the riding community but also beyond, transforming early detection awareness into a movement With this initiative, Indian Motorcycle Saudi Arabia has reinforced a simple truth: whether on the road or in life, safety begins with awareness.

And when it comes to health, life truly deserves more miles.

Client

Ramzi Mouakassa - Director Marketing & CRM at Al Jazirah Vehicles Agencies Co. Ltd. and Head of Indian Motorcycles KSA.

Taher Al Rasheed - Deputy GM Indian Motorcycles KSA

Mohammad Al Ghamdi - Senior Digital Manager

Mohannad Al Ghamdi - IMRG President

Modhi Al Sarra - Social Media Lead

Mohannad Al Ghamdi - IMRG President

Mohammad Madani - Indian Motorcycles KSA Brand Ambassador

Agency

Claude Abboud - General Manager

Massoud Hleis - Senior Communication Manager