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.

What if the design itself could take you on a journey? Not just SHOW fans and potential customers what it's like to traverse the infamous Himalayan mountains, but allow them to EXPERIENCE it. That was the off-beaten path we took. Because, after all, the target audience weren't just motorcycle enthusiasts, they were thrill- seeking adventurists.

A key device in the identity, the line, is built to take viewers on a visual journey that is as unpredictable as the one that they would navigate themselves.

Photography, shot on location in the Himalayas by Archille Mauri, showcases the true harsh beauty of the vast landscape, capturing the gritty realities of an exhilarating road trip on the mountain.

The campaign identity flexes from OOH and social sites to a product book, merchandise and apparel, where the visual language proved its malleability and strength, in telling the same unpredictable adventure story in a multitude of ways. From A to ?

The campaign and new identity 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.