ArtofMotorcycling campaign concluded by Royal Enfield in India
Royal Enfield has concluded the first edition of its designing platform – ArtofMotorcycling. This campaign is a great platform for everyone, with or without professional skills, to collaborate by creating new designs and sharing it with the world. As the riders encapsulated the moments and journey with ‘ArtofMotorcycling’, Royal Enfield decided to showcase the brand symbol which is exploration and self-expression, by observing the beauty of riding through the eyes of its audience.
The moto of the campaign was to instigate creativity amongst motorcycle enthusiasts, creators and artists by giving them a canvas to convey their love for motorcycling. The jury panel consisted of Gary Inman, Nandita Abraham, Toria Jaymes and Maxwell Paternoster. Five entries have been picked out by the judges out of the 10,500 entries received across India.
Encouraging more people to ride and boost riding culture in the population was the purpose behind this campaign. With this initiative annually, more young riders/creators could get an opportunity to communicate their love for motorcycling through creative illustrations. Moreover, the artistic journey of the brand could also be joined by the winners.
The campaign lasted for a month and received a phenomenal response bringing multiple talents from various cities together within the sphere of Royal Enfield. Everybody including aspirants to artists, avid riders, illustrators and graphic designers hugely participated in this campaign. Out of 10.500+ registrations that were received, 40% of them were from Tier I town and 60% came from Tier II and Tier III towns.
Speaking about the campaign and about the brand’s association with art, Shubhranshu Singh, Global Head of Marketing, Royal Enfield, said, “Royal Enfield is a brand that has remained relevant to generations of motorcycle riders and its association with popular culture has been deep-rooted. We have been associated with art for several years now. We celebrate user generated content and want to create impact in the cultural mainstream. This campaign was a blank canvas for people to express their love for motorcycling and has seen a phenomenal response. We are very excited to note that we have got equally strong participation from all across the country, particularly from the smaller towns and we are keen to keep this engagement going in the future as well”
Pallab Baruah, Karan Verma, Chetan Patil, Manvendra Singh’s and Niharika Shrivastava’s designs were selected by the esteemed judges. At a poll undertaken on Royal Enfield’s Instagram page, Niharika’s artwork was chosen as the Riders Choice Design. In addition to that, Royal Enfield is also ready to announce an internship alongside the apparel team at Royal Enfield. Winning designs/illustrations will get featured and printed on the official Royal Enfield merchandise, and will receive a sum of INR 30,000 each. The winners of age 21-36 are from various parts of the country- Lucknow, Mumbai, New Delhi, Indore, and Bangalore.
Speaking on the success of the campaign, Mr. Puneet Sood, Head – Apparel Business, Royal Enfield said, “ArtofMotorcycling has served as a creative platform for young creators and motorcycling enthusiasts, giving them an opportunity to express their love for ‘the motorcycling way of life’. Art and motorcycling are effective mediums through which cultural differences are erased, geographical barriers are removed and connections among people are born. This platform has laid out a pedestal for many looking beyond age, profession, and geography. The art that has come out of ArtofMotorcycling is surely going to inspire many more to take up motorcycling.”
Royal Enfield conceptualised this platform ArtofMotorcycling to pay homage to its persistent hunt for perfection in design and on the way inspires people along with celebrating passion, dreams and determination of young creators. With this, enthusiasts can be assured that there will be something much bigger and better the following year. Until then you can keep an eye on the products with the winning designs, they should be live soon on the RE Apparel website.