Royal Enfield has launched a new film, created and produced by Wieden+Kennedy, Delhi and shot by Bharat Sikka, which brings to the fore the brand’s origins as one that has been handcrafted in Chennai.
The film has been billed as “a tribute to the wonderful people who build, sell, ride and maintain these beloved machines, and is a heartfelt tribute to the city that Royal Enfield calls home”, namely Chennai.
The idea was about keeping it real, says V Sunil, executive creative director, Wieden+Kennedy, Delhi and demonstrate the passion that Enfield’s engineers bring to crafting each Royal Enfield that comes out of the company’s Chennai manufacturing plant.
He adds, “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 clichés-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.”
Watch the film here
Shaji Koshy, head sales and 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.”
Starting this week, the ad will release across cinemas, digital channels and other select media channels across India, supported by print advertising. Television does not seem to figure in this mix.
Project title: Handcrafted in Chennai
Client: Royal Enfield