Top Story

e4m_logo.png

Home >> Advertising >> Article

Wieden+Kennedy launches the Royal Enfield Protective Gear campaign

17-July-2017
Font Size   16
Share
Wieden+Kennedy launches the Royal Enfield Protective Gear campaign



In an effort towards driving salience and awareness for their riding gear, Royal Enfield recently launched an all-new campaign in partnership with their creative agency - Wieden+Kennedy India.



 



Inspired from real riding experiences, Royal Enfield’s protective gear offers riders the confidence to push their boundaries and venture further to all kinds of terrain and any kind of weather.



 



Shot in the exacting and awe-inspiring locales of Darjeeling’s Lebong Valley, Maharashtra’s Hemalachi Tanda and Sikkim’s Yumthang Valley, the film captures Royal Enfield riders showcasing the authentic use of Royal Enfield Gear in extreme riding situations.



 



Commenting on the campaign, Samrat Som, Head - Apparels & Accessories, Royal Enfield, said, “Royal Enfield has been making riding gear for sometime now, and the idea of this campaign was to increase awareness for this category and the versatility of the range that we offer. Ours is a country where one can ride pretty much all year round, and one needs the right Gear for it to manage in all weather and all terrains.”



 



“Our approach was to show the Royal Enfield Protective Gear being used by real Royal Enfield riders in actual places they ride to.  The entire film has been shot from a riders’ perspective; from the sound, to the situations, and the cinematography. The point was to create a film that riders themselves can immediately identify and connect with, and showcase the seamless integration of Royal Enfield Gear into everyday and intense riding situations,” added Wieden+Kennedy. 



 



Apart from conceptualizing and creating the campaign, Wieden+Kennedy has also directed the film in-house, in a first for the agency and the brand.  



 



The campaign was recently launched on Royal Enfield’s social media platforms and digital channels. 



 







 



Credits



 



Client: Royal Enfield



Agency: Wieden+Kennedy 



Director: Jonathan George



Executive Creative Directors: Kim Papworth, Shuchi Thakur, Molona Wati Longchar



Creative Directors: Jonathan George and Samarjit Bhattacharya



Account Director: Abhinav Deodhar



Account Manager: Abhishek Advani, Dhruv Nigam



Producer: Deepti Jha 



Director of Photography: Satchith Paulose

Siddharth Kumar Tewary, Founder, Chief Creative, One Life Studios and Swastik Productions, on owning the IP on his most ambitious project 'Porus,' the risk of recovering its cost and his distribution strategy

Webscale plans to build the brand around smooth operations for the e-commerce sector and then move on to demand generation

Shriya Ghate, Business Head, Tinkle, spills the beans on the company's vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more

Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face

Luis Fonsi, Rita Ora, Jain of Makeba fame , Dimitri Vegas, Jason Derulo, Charly Black and Dasu, J Balvin, Parineeti Chopra, Tiger & Jackie Shroff speak exclusively to the radio channel

The Film-Maker, as the host of ‘Calling Karan’, Will Be Just A Phone Call Away From Listeners Seeking Advice On Love & Relationship

The group aims to double its FMCG turnover to Rs. 1,000 crore over four years.