Royal Enfield, in collaboration with Droga5 London, unveils its latest campaign for the newly launched Himalayan motorcycle, marking the agency’s first endeavor since securing the global ADV business. Designed to tackle the unpredictable terrain of the Himalayas, the campaign embraces the mindset of adapting to unforeseen circumstances, epitomizing the brand’s resilience in the face of challenges.
The film component, skillfully directed by Academy Award winners Martin Desmond Roe and Travon Free, skillfully navigates the contrast between planned expectations and the unpredictable reality encountered in the Himalayas. The narrative, featuring CS Santosh, a renowned Indian off-road and endurance rider, and Jesslina Nayyar, is complemented by a musical score led by Grammy Award winner Lorne Balfe and Dirty Soup.
The essence of the ‘change of plan’ mindset is beautifully captured in the photography by Achille Mauri. Rugged shots showcase the new Himalayan motorcycle in action against the breathtaking backdrop of the Himalayan mountain range. The visual storytelling extends to an editorial launch ‘zine, providing a stunning complement to the overall campaign.
Droga5 London’s creative vision, manifested through a new design system, elevates the integrated campaign, offering a cohesive brand experience. The design language seamlessly weaves through the film, photography, and editorial content, providing a unified narrative that resonates with the Himalayan spirit.
The campaign’s journey began with embargoed media rides in October, followed by a grand reveal at EICMA in November and a final launch event at Royal Enfield’s Motoverse in Goa. Droga5 London’s design and films have been integral throughout these launch activities. The campaign has now officially launched, with the Himalayan motorcycle available for purchase in India from December, and its European release slated for the middle of the coming year.
Titled ‘The Himalayas “have other plans,”‘ this professional campaign is a testament to Royal Enfield’s commitment to resilience, adaptability, and conquering challenges head-on. With a total of 8 media assets, the campaign encapsulates the spirit of the Himalayan adventure, inviting enthusiasts to embrace the unpredictability of the journey ahead. As the brand’s newest offering conquers the mountainous terrains, the campaign becomes a narrative of triumph over the unexpected, echoing the ethos of Royal Enfield’s iconic legacy in the automotive industry.
