Having previously exploited the latent tripper and pastel-lover in unlikely motorcycle buyers, Royal Enfield finally hits ’em where it hurts: love of mother.
From the pressie: “The campaign is based on a big social truth that most Indian men are ‘mama’s boy’.”
The campaign: “Leave Home” for the Thunderbird Twinspark, by Wieden+Kennedy.
The prints:
o Revolution. One man’s trajectory from baby to slacker to biker.
o Kid. This is supposed to be a man in the womb, but at first it just looked like a naked guy doing sit-ups in the dark. Which I guess might be another reason to “leave home.”
Mama’s boys can expect to be outed this month in all major Indian auto and lad mags. Retailers are advised to keep tissues and milk out of reach.
