• by Fern Siegel , December 29, 2023

Droga5 London launched its first integrated campaign this month for Royal Enfield to launch its new motorcycle, the Himalayan.

This is the agency's debut work since winning the global ad business. It includes out of home, social sites, merchandise and apparel.

The spot, directed by Academy Award winners Martin Desmond Roe and Travon Free, shoots a challenging environment that delivers an intense ride. Motorcyclists may want to ride through the Himalayas, but the Himalayas “have other plans.”

"We could not have scripted the crazy and unpredictable elements that the mountain threw our way: the altitude sickness, the crazy weather conditions, the landslides, the beauty. But the Royal Enfield Himalayan was always prepped and primed to take on whatever the mountain had in store,” said Shelley Smoler, chief creative officer, Droga5 London.

The photography, shot by Achille Mauri, captures the rugged geography and the beauty of the Himalayan mountain range. CS Santosh, a professional Indian off-road and endurance rider, is the focus of the spot.

"The all new Himalayan is a creature of its environment. This campaign has captured the spirit of the all-new Himalayan — an equilibrium between man, machine and terrain," said Adarsh Saxena, global brand lead-adventure, Royal Enfield.