The creative idea for the campaign is based on the insight that many young men in India stay at home for too long and live off their parents.
Creative agency Wieden+Kennedy Delhi has developed a print campaign titled ‘Leave home’ to inspire 18 to 25 year-old Indian men to find independence and ride out into a new life on a Royal Enfield Thunderbird.
A print design presents a case study titled 'The home boy syndrome: Living with one’s parents and its impact on relationships with the opposite sex'. The ad features graphs charting the social habits of male ‘hermits’. The other two executions include a 'Screenshot' design that imitates online forum and a comic strip titled 'Hero story'.
Royal Enfield launched in India during the 1990s after Enfield of India bought the rights to establish the Royal Enfield brand from the UK. It is the oldest motorcycle brand in the world.
Credits:
Project Leave home
Client Royal Enfield
Creative agency Wieden+Kennedy Delhi
Chief creative officer V Sunil
Art director Daniel Berkowitz
Copywriter Nirmal Pulickal
Exposure Print
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