Cult motorcycle brand Royal Enfield has awarded its digital duties to digital marketing agency 22feet. The win follows a multi-agency pitch. The ad spend could not be ascertained at the time of filing this report.
Wieden+Kennedy has handled the creative account for the Royal Enfield since 2006. Positioned as a lifestyle bike not for the ordinary, the brand launched a campaign recently, titled 'Highway Legends'. The campaign, executed by W+K, showcases 'legends' who rode the Bullet and interesting anecdotes to go with the imagery.
The brand's earlier campaign was titled 'Handcrafted in Chennai' and was a tribute to the people who build, sell, ride and maintain the "Bullet' bike and Chennai, the city where the bikes are manufactured.
For the record, Royal Enfield began in 1893 as a bicycle manufacturing company. The company was sold to NVT (Norton-Triumph-Villiers) in 1968, and closed production in 1970. Enfield motorcycles have been sold in India since 1949, and in 1955, Enfield India was formed to assemble, under license from Enfield England, the 350cc Royal Enfield Bullet in Chennai. Initially, the motorcycles were assembled in India. By 1962, however, all components were being made in India.