It is local and different. Breaking the cliché of bike ads as being macho and hip, the new television commercial for Royal Enfield showcases the essence of its making and pays a tribute to the city it belongs to – Chennai.
Client: Royal Enfield
Brand: Royal Enfield
Explaining the thought process of the client during the advertisement and how well the agency was able to replicate it on the screen, V Sunil, Creative Director, Wieden+Kennedy, Delhi, said, “Difficult to say. We (client+us) have been playing around with this idea for some time now. I think both of us have this vision of real India beautifully produced. That’s what we have been doing right from the time we started working on the brand. Even the ‘trip’ campaign is so real in terms of the story of the people and places. But the execution has the right mix of realism and slickness.”
Elaborating on the campaign’s execution, 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.”
“For us, Royal Enfield always stood for ‘keep it real’ philosophy. This is the just an extension of that,” Sunil added.
The Final Product:
‘Handcrafted in Chennai’ – puts forth the local flavour of Chennai with strategic shots of the city, highlighting the details in the day-to-day life of city’s residents. The ad film blends in the shots of the bike being made along with the essence built by capturing the very ‘Chennai’ moments, showing the hard work and care that goes into the making of the motor bike.
Deepesh Jha, Executive Creative Director, Lowe Lintas, felt, “It’s a nicely shot film and captures the nuances of Chennai. Though, the hand-crafted subtext seems to get lost a bit.”
The ad film does well to capture the local feel of Chennai, but the duration and speed of the film is slow and becomes boring. But having said that, the storyboard demands it to be a slow narrative.
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