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<ul><li>The 25-year campaign from <keyword id="11646758" type="UNKNOWN" weightage="20" keywordseo="bsa-ladybird">BSA Ladybird</keyword> is a celebration of the fun and freedom girls have enjoyed alongside their cycles.</li><li>The campaign is conceputalised by <keyword id="1712681" type="PERSON" weightage="20" keywordseo="Ogilvy-Bangalore">Ogilvy Bangalore</keyword>. </li><li>Almost 90% of the crew working on this film, starting from the director, writer, producer, music director to the casting as well as production team, comprised of women. </li></ul>BSA Ladybird has been the leading name in cycles for 25 years now, setting a benchmark in the category ever since its launch. The brand has shaped the childhoods of generations of women, helping them be independent, free spirited and fun loving. As the brand reaches a major milestone in its journey, BSA believes that the girls behind this successful ride deserve an ode. Their adventurous and joyous spirits are what evolved the brand over the years and helped it stay the favourite it has always been. <br /><br />The 25-year campaign from BSA Ladybird is a celebration of the fun and freedom girls have enjoyed alongside their cycles. It encapsulates what it means to be a Ladybird girl, be it drenching in the first rains, taking on a risky slope, meeting your crush for a date, discovering new hangouts, or finding the way to your passion. <br /><br />    <div type="Youtube" id="kcfCxmKFD8E" title="#FunTurns25 - Ride With BSA Ladybird" thumbUrl="https://i.ytimg.com/vi/kcfCxmKFD8E/mqdefault.jpg"></div><br /><keyword id="2514038" type="PERSON" weightage="20" keywordseo="KK-Paul">KK Paul</keyword>, President, <keyword id="3397877" type="PERSON" weightage="20" keywordseo="ti-cycles-of-india">TI Cycles of India</keyword>: “Fun, freedom, energy, style and comfort are some of the values that define the BSA Ladybird. Over the last 25 years, BSA Ladybird has not just partnered a girl's self-determined quest for independence, but also been an extension of her personality and style statement. Over the last decade alone, 3.5 million young girls and women have experienced the joy of riding a BSA Ladybird Cycle. To celebrate this feeling, we are releasing a film, in which we have attempted to capture how early experiences and childhood, evolve us. In order for women to pursue their dreams, it is imperative for us to acknowledge the importance of freedom for the girls, at the right time, to emerge stronger than ever. Today, we thank them for trusting and including us in their journey of growth.” <br /><br /> Mahesh Gharat, Chief Creative Officer, <keyword id="531122" type="COMPANY" weightage="20" keywordseo="Ogilvy-India">Ogilvy India</keyword> – South: “BSA Ladybird has always been the choice of spirited, independent girls. When we look at the brand’s role in their lives, it has been more of a friend and confidante. Someone who has a strong hand in shaping the way they spent their developing years. The brand, in turn, has grown with these girls, imbibing their fearless spirit. This journey of fun and freedom is what we have tried to capture through the film and the campaign.” <br /><br />To ensure that the film has a very robust women-centric narrative, almost 90% of the crew working on this film, starting from the director, writer, producer, music director to the casting as well as production team, comprised of women – not to mention the young girls who formed the cast. The agency and the brand teams believe that this has helped shape the film better, with genuine moments of fun and freedom borrowed from the childhood stories of key team members.<br />

BSA Ladybird celebrates its 25 years with a new campaign

<p></p><div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"></div><p></p></div></div>In what seems like the plot to a disaster movie, the quiet town of Centralia, Pennsylvania has endured a burning problem since 1962: It's been on fire, literally, for more than five decades.<p>And how this fire started still remains a mystery. But chemistry can help explain why it's still going.</p><h2>The problem runs deep</h2><p>Centralia, Pennsylvania sits atop a few of the biggest coal deposits in the world. This was fortuitous for the sleepy town at the time because coal was - and still is - one of <a href="http://needtoknow.nas.edu/energy/energy-sources/fossil-fuels/coal/">the main sources of energy</a> and electricity, having fueled the Industrial Revolution.</p><p>In the 1800s, miners in Centralia blasted tunnels underground to harvest the coal, but by the mid-1900s, many of the mines where abandoned.</p><p><div></div></p><p>No one knows exactly how the Centralia fire started, but the strongest theory is that burning trash from a nearby landfill accidentally ignited coal below an old entrance to the mine. The fire then spread through the mines</p><h2>Feeding the flames</h2><p>Coal is formed over millions of years when <a href="https://www.uky.edu/KGS/coal/coalform.htm">swamps and bogs full of organic matter like trees, roots, and bacteria are buried</a> under sand, mud, and other natural materials. The pressure on the organic matter increases as layers of earth above it grow over time, and all of the water and other substances from the buried plants and trees get squeezed out, forming coal that ends up being mostly carbon - <a href="http://www.ucsusa.org/clean_energy/coalvswind/brief_coal.html#.VZ2s8pNVhHw">about 40-90% carbon by weight</a>.</p><p>When the carbon inside coal mixes with oxygen, it ignites. It can even begin <a href="http://www.itc.nl/~coalfire/problem/factors.html">spontaneously</a> without a flame nearby.</p><p>Those tunnels that the miners dug in the 1800s fed the flames by siphoning in oxygen from the surface. Then, as more coal burned, the flames bit deeper and deeper into the surrounding region - <a href="http://www.smithsonianmag.com/travel/fire-in-the-hole-77895126/?no-ist">a whopping 300-feet-deep</a> - in a vicious, fiery cycle that wouldn't stop.</p><p>Coal burns slow and steady, which means that it takes a very long time to burn out. This is unlike timber in a forest or a camp fire, which smolders quickly.</p><p><div></div></p><p>As long as there's enough heat, fuel, and oxygen to keep it going, the fire won't burn out. Because coal contains a natural source of fuel - carbon - it can keep burning for as long as there's enough heat and oxygen to keep it going. This is why coal mine fires can blaze for centuries.</p><p>Today, the Centralia fire covers <a href="https://www.youtube.com/watch?v=fsgqy5FYP2c">six square miles and spreads 75 feet per year</a>.</p><p>Shockingly, it could burn for another 250 years.</p><h2>Eternal Flame</h2><p>The 1,000 residents that lived in Centralia at the time thought the fire was a silly inconvenience at first. But that changed when <a href="https://www.youtube.com/watch?v=fsgqy5FYP2c">sulfurous fumes and carbon monoxide began seeping out of the mine</a>, nearly suffocating them in their homes. The underground fire also fractured the ground, making sinkholes pop up all over the place. <a href="https://www.youtube.com/watch?v=fsgqy5FYP2c">A 12-year-old was nearly consumed by one in 1981</a>.</p><p></p><div class="KonaFilter image-container display-table full"><div><div class="image"></div><p></p></div></div>The town has tried in vain to snuff out the flames over the years. They drilled holes into the mine and plugged them up with wet sand to choke off the air supply, but it didn't work. <a href="http://www.smithsonianmag.com/travel/fire-in-the-hole-77895126/?no-ist">They stopped trying to put it out in the 1980s</a> and haven't made another attempt since.<p></p><div class="KonaFilter image-container display-table full"><div><div class="image"></div><p></p></div></div>The state government condemned Centralia in 1992 and almost all of its residents left. Today, just about a dozen people live there. The town has been <a href="https://www.flickr.com/search/?woe_id=2372831&amp;dimension_search_mode=min&amp;height=1024&amp;width=1024&amp;license=2%2C3%2C4%2C5%2C6%2C9">taken over by graffiti artists</a>.<p>While a long-burning, underground fire may seem like a freak occurrence, <a href="http://mentalfloss.com/article/52869/5-places-are-still-fire">they are actually fairly common</a>. Today, mine fires are burning in New Zealand, Wyoming, India, China, and Turkmenistan.</p><p>Fires like this also exist naturally too, with <a href="https://www.youtube.com/watch?v=fsgqy5FYP2c">a few thousand burning around the world</a>.</p><p>Our friends a the American Chemical Society made a <a href="https://www.youtube.com/watch?v=fsgqy5FYP2c">YouTube video</a> about the Centralia fire on their <a href="https://www.youtube.com/channel/UCdJ9oJ2GUF8Vmb-G63ldGWg">Reactions channel</a>. Check it out for more fiery details.</p><p><div></div></p>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/exploding-fireballs-fires-extinguisher-2016-3">This flame-suppressing dodgeball puts out fires instantly</a></h3>        <div>            <div>        <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="thOWZ4MTE6M2ZHCFtWDOb_g_SwjeGHb6" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div>        </div>        </div>            </div>

This town has been on fire for five decades and might burn for another 250 years

<p><div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"><p class="source"><span>Shutterstock</span></p><p class="caption">Baby girls: not in danger of disappearing.</p></div><p></p></div></div>An <a href="https://www.asrm.org/uploadedFiles/ASRM_Content/News_and_Publications/Ethics_Committee_Reports_and_Statements/Recc_practices_mgmt_embryology_andrology_endocrinology_labs2014-members.pdf">oft-cited concern</a> about the potential unintended consequences of <a href="http://www.techinsider.io/why-we-should-allow-designer-babies-2015-8">designing babies according to parents' preferences</a> is that more couples will choose to have boys than girls.</p><p>It's not an unreasonable concern. In India and China, two countries where sons traditionally are preferred over daughters, years of abortions based on sex <a href="http://www.economist.com/news/asia/21648715-distorted-sex-ratios-birth-generation-ago-are-changing-marriage-and-damaging-societies-asias">have severely distorted the ratio of men to women</a>.</p><p>But that concern may not be universally applicable. Prospective parents who try to conceive through in vitro fertilization (IVF) at some fertility clinics in the United States can already choose the sex of their children - and <strong>there's not evidence baby girls will become rarer.</strong></p><p>IVF is a procedure in which eggs are taken from a woman's ovaries and fertilized with sperm in a petri dish. Then one or more fertilized embryos are placed in the woman's uterus, where one will hopefully implant and grow into a baby.</p><p>If parents want to have a baby of a particular sex, they can add a procedure called <a href="http://www.bmj.com/content/350/bmj.g7611.long">preimplantation genetic screening</a> (PGS) to an IVF cycle. The procedure allows them to see the sex of all the embryos created for them, and they can choose to have only male or female embryos transferred to the woman.</p><p>In the US, <a href="http://www.wsj.com/articles/fertility-clinics-let-you-select-your-babys-sex-1439833091?tesla=y">one of only a few countries</a> where PGS to choose the sex of children without a medical reason is legal, many people are actually doing the procedure <a href="http://www.slate.com/articles/health_and_science/medical_examiner/2012/09/sex_selection_in_babies_through_pgd_americans_are_paying_to_have_daughters_rather_than_sons_.single.html#return">to make sure they have baby girls</a>, not boys.</p><p>However, <a href="http://www.wsj.com/articles/fertility-clinics-let-you-select-your-babys-sex-1439833091?tesla=y">there isn't comprehensive data</a> about how many couples try to use PGS to ensure they have a child with their preferred sex. <a href="http://www.wsj.com/articles/fertility-clinics-let-you-select-your-babys-sex-1439833091?tesla=y">Reporting for the Wall Street Journal</a>, Sumathi Reddy got conflicting accounts from fertility clinics about whether selecting the sex of children based on personal preference is becoming more common.</p><p>The practice is <a href="http://www.slate.com/articles/health_and_science/medical_examiner/2014/03/pre_implantation_genetic_testing_with_ivf_it_won_t_create_designer_babies.single.html#rt">not likely to become widespread anyway</a>. IVF is an intense medical procedure, and it's expensive, too. Getting PGS in addition to IVF can cost $15,000 to $20,000 total per attempt, <a href="http://www.wsj.com/articles/fertility-clinics-let-you-select-your-babys-sex-1439833091?tesla=y">Reddy writes</a>, thousands of dollars more than <a href="https://www.asrm.org/detail.aspx?id=3023">IVF alone</a>. IVF also does not have a 100% <a href="http://www.techinsider.io/in-vitro-fertilization-ivf-success-rates-2015-5">success rate</a>, and since many insurance plans don't cover it, couples would end up paying a hefty price tag for a baby of their preferred sex (though <a href="http://www.smh.com.au/good-weekend/i-paid-50000-to-have-a-girl-20141106-11aqrl">some say it's worth it</a>).</p><p>Even if many were willing to go through the procedure and could afford it, that doesn't necessarily mean the ratio of boys to girls would get skewed. A study published in <a href="http://www.ncbi.nlm.nih.gov/pubmed/?term=Preconception+sex+selection+demand+and+preferences+in+the+United+States">Fertility and Sterility</a> found that 50% of the 1,197 Americans surveyed said they would prefer having a family with an equal number of boys and girls (another 27% said they had no preference).</p><p>Those answers suggested that - if they were so inclined - most Americans might use PGS and IVF to preserve an even sex ratio, not distort it.</p>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/body-mass-index-bmi-weight-fat-2015-7">Why BMI is BS</a></h3>        <div>            <div>        <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="Z4NzU5djq__t8XPNH6PK38bbslrx0Rmo" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div>        </div>        </div>            </div>

You Searched For "ti cycles of india" and got 3 results

BSA Ladybird celebrates its 25 years with a new campaign

BI India Partner

This town has been on fire for five decades and might burn for another 250 years

Julia Calderone

One of our biggest fears about designer babies is totally wrong

Ellie Kincaid

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