Wieden+Kennedy Delhi Launches Campaign For Royal Enfield

Rolls out 3 print campaigns under the brand positioning Leave Home for Royal Enfield Thunderbird Motorcycles.

Hitesh Ranot | Delhi | November 10, 2010

Wieden+Kennedy Delhi has recently rolled out three print campaigns for Royal Enfield Thunderbird motorcycle.  The three campaigns titled 'Case Study', 'Screenshot' and 'A Hero's story' have been rolled out independently hence not in the form of a series based campaign.

The ad campaigns are based on the insight that many young men stay at home for too long missing out on the fun of an independent life because of it. Turning this insight into idea, W+K had created the 'Leave Home' campaign with an objective to inspire Indian men to leave home, find independence and ride out into a new life on a Royal Enfield Thunderbird. This brand positioning for the motorcycle brand came into existence about 3 years ago.

V. Sunil, ECD, W+K Delhi said, “Over a long period, we have regularly created path-breaking campaigns under Leave Home. Among the latest 3 ad campaigns, we started with the case study which is designed in such a manner that it does not look like an advertisement in first impression. The case study conveyed the real problem due to which Indian men are missing the fun of ride. Then comes A Hero's story which is a kind of comic book telling a story with just comic cartoons. The recent ad Screenshot is designed in a manner that it looks like a facebook page where the fans are discussing their problems.”

Speaking on the further plans, Sunil says, “We will soon be launching online and TV campaigns under Leave Home. The work is in progress on the same brief to inspire young men to choose the Royal Enfield Thunderbird.”

Credits:

Chief Creative Officer: V. Sunil

Creative Director: V. Sunil

Art Director: Daniel Berkowitz

Copywriter: Nirmal Pulickal

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