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Royal Enfield

Insight ≥ In 2004, Siddhartha Lal asked us to help restore this legendary automotive brand to its rightful place as a global icon. The challenge was to re-engineer the product and reposition the brand in order to make it more accessible – but without diluting its precious DNA. The new brand vibe positioned Royal Enfield as an alternative way of life – a unique mental and physical ‘trip’, a road to inner peace. This new positioning also channeled the company’s Anglo-Indian roots for cool, neo-hippy cues: in our minds, the brand existed on a metaphysical highway somewhere between London, Goa, Chennai and Ladakh.

We translated this reinvented brand vibe across all touchpoints including store design, tank badges and model names, community messaging and merchandise. The new positioning helped boost sales by 6x in 5 years and put Royal Enfield firmly back on the road to recovery. We subsequently worked with Siddhartha Lal on the global launches of the Café Racer and the Himalayan, by which time the world had acknowledged that Royal Enfield was back in top form and more relevant than ever.

'TRIP' CAMPAIGN 2006

FEATURED REAL ROYAL ENFIELD RIDERS WITH THEIR ACTUAL BIKES AND THEIR ACTUAL STORIES. THIS WAS OUR TRIBUTE TO THE AUTHENTIC CHARACTER OF THIS LEGENDARY MOTORCYCLE AND ITS EQUALLY LEGENDARY OWNERS.
'TRIP' CAMPAIGN 2006

FEATURED REAL ROYAL ENFIELD RIDERS WITH THEIR ACTUAL BIKES AND THEIR ACTUAL STORIES. THIS WAS OUR TRIBUTE TO THE AUTHENTIC CHARACTER OF THIS LEGENDARY MOTORCYCLE AND ITS EQUALLY LEGENDARY OWNERS.
HANDCRAFTED IN CHENNAI 2009

IN AN AGE OF AUTOMATION, WHERE MOTORCYCLE COMPANIES ROLLED OUT HUNDREDS OF PIECES EVERYDAY, ROYAL ENFIELD REPRESENTED SOMETHING MORE REAL. THIS CAMPAIGN WAS OUR TRIBUTE TO THE PLACE, THE PEOPLE AND THE PROCESS THAT MADE ROYAL ENFIELD MOTORCYCLES UNIQUE.
CONTINENTAL GT LAUNCH 2013

THE CONTINENTAL GT OCCUPIED A PLACE OF HONOUR IN BRITISH AUTOMOTIVE AND POPULAR CULTURE – IT WAS THEREFORE VITAL TO PROVIDE POTENTIAL OWNERS WITH THAT CONTEXT, ESPECIALLY IF THEY WERE FROM GENERATIONS OR GEOGRAPHIES THAT DIDN’T HAVE A SHARED HISTORY. WORKING WITH SPECIALISTS IN INDIA AND THE UK, WE RECREATED THIS CONTEXT WITH A THOROUGHLY RESEARCHED AND BEAUTIFULLY PRODUCED SET OF INTERVIEWS, MAGAZINES, MERCHANDISE AND FILMS.
HIMALAYAN LAUNCH 2016

WE WORKED WITH SIDDHARTHA LAL TO NAME AND LAUNCH THE HIMALAYAN – AN ODE TO THE BRAND’S SPIRITUAL HOME, AND THE FIRST EVER MOTORCYCLE DEVELOPED FROM SCRATCH BY THE COMPANY.

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