With the advent of COVID-19, the concept of 'urban cycling' has been resurrected. Campaigning like #pedalkaro #pedalbychoice is trending from thousands of Twitter handles to promote urban cycling in India. In a way, we have to acknowledge the fact that how such orientation; campaigning, collective marketing strategy brings in mobility in reviving the traditional bicycle as 'path breaking boon of today'. You may call it an age old mode of transportation, but interestingly in recent...