At the end of 2023 Royal Enfield came to us looking to launch the newest version of the iconic Himalayan motorbike. This iteration was the most advanced iteration of the bike since 2016, complete with a powerful new engine platform and a technically advanced spec sheet. It was the bike the riding community had been asking for.

The brief was to develop a campaign that launched this bike with impact; an anthemic brand film, and a design language that bridged all media touch points.

Tonally the client wanted to move away from the “ultra-competitive, intimidating, dare-devil notions of adventure” and to show a “quest to keep learning, engaging, experiencing through self discovery with an explorer mindset”.

The objectives were simple - give the riding community goosebumps and be authentic to the reality of riding one of these bikes through the Himalayas.

The music enhances a once-in-a-lifetime journey through the Indian mountain range by motorcycle. Our brief to the composer was a multifaceted one, as the score needed to accomplish several things:

Evoke a sense of adventure and the feeling of a once-in-a-lifetime journey through the Himalayas; nod to the geography (India) without being too cliched or westernized; oscillate between dreamy, positive 'expectation' scenes and gritty, tough 'reality' scenes; and pivot mid-way for an unexpected (but still connected) energetic conclusion before the full-circle resolution.

The campaign first launched in India, reaching more than 300 million people across a diverse channel mix. Whilst Royal Enfield do not release sales data, the marketing team heralded the campaign as a multi-platform success, setting a new benchmark for excellence and reaffirming Royal Enfield's commitment to redefining the boundaries of brand storytelling and audience engagement.