Handcrafted in Chennai by Royal Enfield
Starting this week, the ad will release across cinemas, digital channels and other select media channels across India, supported by print advertising.
Royal Enfield is a rare breed in an age of mass-produced, user-friendly predictability. These are mechanical motorcycles, handcrafted with love, engineered with purpose, and designed in a way that gives each machine its own unique character. This character is reinforced by Royal Enfield's cultural DNA - by where it was born, and by where it is now built. Its classic British pedigree shows in every line, while the gleaming new engine hints at the devotion that has enabled this legendary marque to thrive in the outskirts of Chennai.
Shaji Koshy, Head Sales & Marketing, Royal Enfield, said, "Over the years, Royal Enfield's communication has managed to keep the world coming back for more. We hope this latest advertisement from Royal Enfield will strike a chord with Royal Enfield consumers and create strong emotional engagements with them. We will be using traditional media like television, cinema and print but digital will form a key part of the communication as well."
V Sunil, Executive Creative Director, Wieden+Kennedy, Delhi, said, "For us, Royal Enfield always stood for "Keeping it Real', and that spirit extends to everything that Enfield does, including advertising. So we avoided the usual clichĂ©s i.e. slapstick humour, kitsch, melodrama or "aspirational' gloss. It's important for an iconic brand such as ours to stay true to character, and to be proud of what it represents and where it comes from."
Established in November 2007, Wieden+Kennedy, Delhi is helping to define a new approach to branding in India. Rejecting the usual clichĂ©s of 'aspirational' pseudo-western imagery and defensive, in-your-face ethnicity, W+K Delhi's work reflects an India that is finally comfortable in its own skin. Campaigns combine regional flair, values and tastes with global aesthetics and pop culture. | By Vanessa Azavedo [vanessa(at)adgully.com]