Royal Enfield had recently launched six new colours of its iconic motorcycle – the Bullet 350 in India. For the uninitiated, the Bullet is the oldest motorcycle in continuous production since 1932. To celebrate the newly introduced colours and the legacy of the Bullet 350, Royal Enfield has launched a campaign that consists of three different films. Royal Enfield says that these films celebrate the values that have come to represent the legendary motorcycle and those who ride it. The short videos depict in the stories of a doctor, soldier and woman.
On social media, Royal Enfield’s #MyBullet campaign urged loyalists to share their most loved and cherished memories with their Bullet. The campaign also included stories from Siddhartha Lal, CEO of Eicher Motors. The campaign witnessed several thousand social media stories from different parts of the world. The #MyBullet campaign also included stories from the Indian Army.
The films were developed by an in-house team in collaboration with Sartaj Jaffri from Black or White Brand Communications. Aloke Shetty served as the director for the three films. The campaign is currently running in print, digital, cinema and on television mediums in select markets only – Uttar Pradesh, Punjab and Kerala to drive awareness to our prospective customers.