The creative strategy engaged the audience by using suspense, followed by recognition, and finally, an emotional connect. It starts with the engine kicking in, but the screen staying black. As the bike sound starts travelling around the theatre, people nudge their pals, smile knowingly and say 'that's a Bullet!'. Finally, the Bullet 500 appears on screen with the 'Trip' tagline. Classic understatement from a marque that is all about understated power. Unconventional, but true to Enfield's authentic, character.

Effectiveness in this case must be measured in terms of savings rather than sales.

Cinema allowed us to target potential buyers with surgical precision at one-tenth the rate of television (rate comparison: 4 week TV burst on single channel vs. all-metro multiplex package for 4 weeks ).