Be Cool was an initiative sponsored by Sparsh to motivate people living in Gurgaon to use bicycles for commuting. The line ‘Be Cool’ was chosen to establish a cool and hip factor with bicycling. We wanted the young population in Gurgaon, to use cycles to avoid the heavy traffic jam and agonizing wait for short-distance public transport eventually helping in controlling Gurgaon’s pollution. The lines created for the campaign were – I’m a cool CEO, I’m a cool Singer, I’m a cool Doctor, to motivate ministers, bureaucrats, artists and people from all walks of life to use bicycles, because in India, most of the current cycling trends show that majority of cycling is done for transport by the poor.