A graphic line approach was designed to take readers on an unpredictable journey, leading their eyes through the rugged beauty of the Himalayan mountains. It connected every consumer touchpoint: from static and social to dealer signage to brochures and even merch.

Royal Enfield's new Himalayan motorbike is currently in presale.

Royal Enfield's relationship with the Himalayas traces back to its historic ties with the Indian Army in the post-war era. Following World War II, Royal Enfield supplied motorcycles to the Indian Army, which played a crucial role in transportation and logistics in the challenging Himalayan terrain. This partnership laid the foundation for Royal Enfield's enduring connection with the Himalayas, as the rugged reliability of their motorcycles proved invaluable in the harsh mountainous conditions.

Recognizing the unique demands of the mountain range, Royal Enfield leveraged its expertise gained from servicing the Indian Army to develop the Himalayan bike.

The bike has gone on to be deeply embedded in Indian motorcycle culture. The trip through the Himalayas, on a Royal Enfield is a rite of passage that this film pays homage to. The key insight that ‘plans change’ speaks to the reality of riding in the mountains. However you set out to tackle this journey - the mountains have other plans. Whether that is changing weather, landslides or goats blocking the path…nothing is predictable. This film launches the 2024 iteration of the bike, and leans heavily into this insight.

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 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.