The Agency

Our Achievements:

 2010 Cannes Gold : Best Print

 2010 Clio Gold: Best Film

 2009 Cannes Gold: Best Film, Best Outdoor

 2009 Goa Fest : 2 Golds, 1 Silver

 2008 Cannes Bronze: Best Ambient

Royal Enfield
History
History

 1955 - Established in India

 Commencement of Association with Army

 1991 - Enfield becomes ‘Royal Enfield’

 2005 - Royal Enfield completes 50 years

 The Brand
 Heavy / Bulky

 Adventure

 Feel / Pleasure of riding

 Iconic

 Comfort

 Power

 Engine

 Looks
Target Group

 Niche/Exclusive

 Pure Bikers

 Long Distance Riders

 Difficult terrain
Past Campaigns
Past Campaigns

 ‘Trip’

 ‘Leave Home’
Stumbling Blocks
Stumbling Blocks

 Insufficient Advertising

▪ Not enough Ads

▪ Less than optimum Brand Awareness
 Limited Impact of Campaigns

▪ ‘Adventure’ – Not appealing to all

▪ Need for Change
▪ Comprehensive
 The ‘Harley’ Threat

▪ Trying to eat into Market Share

▪ Extremely Strong Brand Image
 Untapped Potential

▪ North covered well; other areas ignored

▪ Limited Showcase of Strengths
▪ Indian Youth
The Agency Plan
 Change Brand Positioning

‘Adventure’ ‘Royal’
 ‘Royal’ highlights the Status factor

 ‘Royal’ targets untapped markets

 ‘Royal’ highlights comfort

 ‘Royal’ opens up Metros

 Increase Brand Value/Awareness:

 Intensive Media Plan

▪ Newspapers
▪ Viral
▪ Channels
 PR Activities
▪ Ride Safe Campaign
▪ Display Vintage Models

 Website
▪ Interactive Usage
 Creatives:

 Royal Then. Royal Now.

 Feels just like it should.

 On a Royal journey, since 1955.

 Future Growth:

 Extend Rider Mania

 Extend Art of Motorcycling

 Introduce Merchandise