New Delhi: Royal Enfield, the global leader in the mid-sized motorcycle segment recently launched a campaign with the introduction of six new colours of its iconic motorcycle – the Bullet 350. The Royal Enfield Bullet is the oldest motorcycle in continuous production since 1932. The campaign films, in three different stories, celebrate the values that have come to represent the legendary motorcycle & those who ride it. The films reflect resilient, enduring character & the unwavering spirit of the motorcycle and its riders. Each film is of 30 seconds and brings out the enduring and resilient legacy of this iconic motorcycle.
On social media, the #MyBullet campaign urged motorcyclists to share their most loved and cherished memories with their Bullet motorcycle. The campaign proactively galvanised Royal Enfield’s strong community of over 6 million followers across its social media footprint. This campaign saw several thousand social media stories from all corners of the world creating a symphonic trail of the love and passion for the Bullet that has been passed on as a legacy for decades. A motorcycling icon since 1932, the Bullet has been delivering pure motorcycling experiences across generations of riders.
#MyBullet campaign invoked strong emotions attached with the motorcycle with stories ranging from words of appreciation of it’s enduring service to the Indian Army to youngsters adoring their motorcycles as their most loved inheritance. Many such stories that have been lived astride a Royal Enfield Bullet across decades emerged to mesmerise the entire Royal Enfield community across continents.
Expressing a deep-seated connection with his bullet and bringing this campaign to life was Eicher Motors Ltd MD Siddhartha Lal’s posts on instagram, who shared a few cherished memories of his Bullet.
The films were developed by the in-house team in collaboration with Sartaj Jaffri from Black or White Brand Communications Pvt. Ltd. Aloke Shetty has directed the three films. The digital campaign was conceptualised by the in-house digital strategy team.
The campaign in running in print, digital, cinema and on television mediums in select markets namely – Uttar Pradesh, Punjab and Kerala to drive awareness to our prospective customers.