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Royal Enfield’s TwinSpark ‘Leaves Home’ on a focussed media plan

Royal Enfield’s TwinSpark ‘Leaves Home’ on a focussed media plan

Author | Qashish Chopra | Thursday, Jun 18,2009 7:32 AM

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Royal Enfield’s TwinSpark ‘Leaves Home’ on a focussed media plan

The new Thunderbird ‘Leave Home’ campaign works in two ways. On an emotional level, it plays on the sentiments of independence and new discoveries, and on the rational level, it explores the spirit of the ‘wind in your hair’ experience that only comes with a motorcycle ride.

The visuals in the campaign are consistent with Royal Enfield’s ‘Trip’ brand message, which is ‘Life is a journey. Enjoy the trip’.

In the spotlight for this TVC are V. Sunil, Creative Director, Wieden & Kennedy and Manish Bhatt, Film Director, Red Ice Films.

The brief was simple. “To reinforce Thunderbird’s positioning as India’s coolest practical cruiser bike by talking to a younger target audience between the age group of 18-25 years, keeping in accordance with the overall Royal Enfield ‘trip’ brand campaign,” said Shaji Koshy, General Manager - Sales & Marketing, Royal Enfield.

“Based on the entire ‘Leave Home’ concept, we wanted to create a film that brought out the idea in a dramatic way without diluting the brand tone. The film needed to be dramatic yet relevant in the social context. Using the umbilical cord was a great way of bringing out this message,” explained Siddharth Loyal, Brand Strategy, Wieden & Kennedy, (Delhi) on the conceptualisation of the ad.

He added, “We have not taken a 360-degree approach in advertising. It was a focussed media plan using auto and lifestyle magazines for print; outdoors strategically placed outside schools, colleges, office complexes, housing colonies and busy markets and cinemas for the film.” The campaign went on air in theatres across South, and is soon to be aired in the Northern region as well.

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