So we showed Royal Enfield riders making authentic use of Royal Enfield gear in extreme riding situations in a film shot in the awe-inspiring locales of Darjeeling’s Lebong Valley, Maharashtra’s Hemalachi Tanda and Sikkim’s Yumthang Valley.
The film was shot from the riders’ perspective; from the sound, to the situations, and cinematography. The point was to create a film that riders themselves could identify and connect with, and showcase the integration of Royal Enfield Gear into everyday and intense riding situations. We intentionally took the spotlight off the well-known motorcycles, and kept it on the gear, and the cold, hot, muddy, humid, and beautiful places where that gear performs best.
In addition to creating the campaign, Wieden+Kennedy also directed the film in-house in a first for the agency and the brand.
The film was launched in June 2017 on Royal Enfield’s social media platforms and digital channels.