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Delhi India

Royal Enfield tells its adventurous Indian history in Himalayan bike film


By Charlotte McEleny, Asia Editor

March 23, 2016 | 2 min read

Motor bike brand Royal Enfield has created an ad campaign aimed at those with an adventurous spot to celebrate the release of the Himalayan bike, it’s first adventure tourer.

The campaign, created by Wieden+Kennedy Delhi, centers on a film which tells the story of adventurers in the landscape that inspired the bike - the Himalayas. According to Royal Enfield, the brand’s bikes have been used to tour the area for over 60 years.

In a post on the brand’s website, CEO of Royal Enfield Siddhartha Lal, said: “The idea of the Royal Enfield Himalayan has been 60 years in the making. With an unbroken heritage of 115 years, Royal Enfield has been in India since 1955. The Bullet was first brought to India to be used by the Indian Army in the Himalayas, and its success in these tough terrains is the foundation of Royal Enfield’s enduring relationship with adventurers in India.”

The film takes a historical look at those who first conquered the mountain range and shows the bike traversing the landscape of Ladakh.

The campaign launched this month online and is supported by further films, including a documentary-style behind the scenes ad, as well as print advertising, outdoors and social media.

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