W+K Creates New Ad Film 'Handcrafted In Chennai' For Royal Enfield

The ad releases across cinemas, digital channels and other select media channels across India.

Rajat Arora | Delhi | March 10, 2011

Royal Enfield has released a new ad film created and produced by Wieden+Kennedy, Delhi.

Royal Enfields are a rare breed in an age of mass-produced, user-friendly predictability.  These are mechanical motorcycles, handcrafted with love, engineered with purpose, and designed in a way that gives each machine its own unique character. This character is reinforced by Royal Enfield's cultural DNA - by where it was born, and by where it is now built. Its classic British pedigree shows in every line, while the gleaming new engine hints at the devotion that has enabled this legendary marque to thrive in the outskirts of Chennai.

This film is a tribute to the wonderful people who build, sell, ride and maintain these beloved machines, and is a heartfelt tribute to the city that Royal Enfield calls home.

Starting this week, the ad will release across cinemas, digital channels and other select media channels across India, supported by print advertising.

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.”

V Sunil, Executive Creative Director, Wieden+Kennedy, Delhi, said, “For us, Royal Enfield always stood for 'Keeping it Real', and that spirit extends to everything that Enfield does, including advertising.  So we avoided the usual clichés i.e. slapstick humour, kitsch, melodrama or 'aspirational' gloss.  It's important for an iconic brand such as ours to stay true to character, and to be proud of what it represents and where it comes from.”

Credits:

Project title: HANDCRAFTED N CHENNAI

Client: ROYAL ENFIELD

Creative agency: Wieden + Kennedy Delhi

Chief Creative Officer: V. Sunil

Creative Director: V. Sunil

Film director: Bharat Sikka

Produced by: Wieden+Kennedy Delhi

Director of Photography: Tassaduq Hussain

Music: Nikhel Mahajan aka Sattyananda (Audio Ashram)

Account servicing team: Shreekant Srinivasan, Tushar Mehta, Ankit Kumar

Rajat.Arora@BestMediaInfo.com

Info@BestMediaInfo.com