Jawa Motorcycles has unveiled a campaign – The Brave and the Bold – that pays a tribute to the heroes of India’s 1971 war victory. 2021 marks the 50th anniversary of the war. Through this campaign, the brand aims to give back and acknowledge the great sacrifices made by those in the Indian army. The film has been conceptualised in-house.
Anupam Thareja, co-founder, Classic Legends said, "How we measure success as a company is not by how many motorcycles we sell. It is by how much we’re able to give back."
Ashish Singh Joshi, CEO, Classic Legends, added, "We have a special place in our heart for the men and women who protect our nation. We call them Forever Heroes and it’s the cornerstone of Jawa’s existence. It gives us immense pride to dedicate the Jawa Khakhi and Jawa Midnight Grey to commemorate the 50th anniversary of the 1971 war victory. As a company, we are honoured to carry the Indian Army’s insignia on our motorcycles that will forever remind the riders of the bravery and sacrifices made by our soldiers to keep our motherland protected."
To commemorate the war, the motorcycle brand has also introduced two new colours – Khakhi and Midnight Grey – of the Classic Jawa that has the army insignia embedded in it.