What do Snow Leopards, Tibetan Lung-tas, and Mount K2 have in common? If you said the "Himalayas", you’d only be partially correct. Royal Enfield was gearing up to introduce their first-ever multi-terrain motorcycle—aptly named "The Himalayan". I teamed up with W+K Delhi, with media support from Group M, to bring the launch campaign to life. As the lead on the digital marketing front, I oversaw the ideation, creation, and planning for a content calendar that unfolded over three months, balancing distinct pre-launch and post-launch narratives.
Role: Content Lead, Copywriter
Client: Royal Enfield
Agency: 22Feet Tribal Worldwide
Pre-Launch
The first posts in the campaign were serene looping gifs of key identifiers of what the Himalayan experience was for many.
These videos were followed by content of various kinds to flesh out both the story of the motorcycle and the region it was representing, creating anticipation for the final launch.
Mood videos of the Himalayas
GoPro montages of key features
Bike-mounted Camera Hype Reels
Documentary series
360 Degree Interactive Tours
Launch
Launch day had the founder & CEO, Siddharth Lal along with the then global president of Royal Enfield, the late Rudratej Singh, reveal the motorcycle to an anxious press. This was livestreamed on Facebook while coverage was being live-tweeted. To build further anticipation, we created a "Spot The Himalayan" campaign where eager fans could search for the motorcycle based on coordinates provided on hint posts.
Post-Launch
Soon after the reveal and the subsequent digitally-led on-ground activation, we kept the excitement rolling with an all-expenses-paid influencer ride where select motorcycle and automotive personalities rode the Himalayan for the first time through the cold, dirt roads of Ladakh.
