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Royal Enfield evokes nostalgia with user-generated content in #MyBullet campaign

The campaign has been launched to raise awareness around six new colours of its iconic motorcycle, the Bullet 350

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Royal Enfield, the mid-sized motorcycle brand, recently launched a campaign with the introduction of six new colours of its iconic motorcycle — the Bullet 350.

On social media, the #MyBullet campaign urged motorcyclists to share their most loved and cherished memories with their Bullet motorcycle. The campaign proactively galvanised Royal Enfield’s strong community of over six million followers across its social media footprint. This campaign saw several thousand social media stories from all corners of the world creating a symphonic trail of the love and passion for the Bullet that has been passed on as a legacy for decades.

#MyBullet campaign invoked strong emotions among the consumers attached with the motorcycle with stories ranging from words of appreciation of its service to the Indian Army to youngsters adoring their motorcycles as their most loved inheritance.

Expressing a deep-seated connection with his Bullet and bringing this campaign to life was Eicher Motors MD Siddhartha Lal’s posts on Instagram, who shared a few cherished memories of his Bullet.

Siddhartha Lal’s posts on Instagram:

 
 
 
 
 
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#MyBullet circa summer 1994, somewhere in Europe. Exceprt from one of my last staff letters as CEO of Royal Enfield in 2018 in context to this photograph: “While rummaging through some old photos last week, I discovered this one of my ride across Europe in the summer of 1994 - when I was just 20 years old and quite fearless! I borrowed a Bullet 500 from our UK importer and then spent over a month travelling all over Europe with a bit of money, a few clothes, a tent and a sleeping bag (they are wrapped inside the black garbage bag!). I had very few tools and parts, but at one point I had to disassemble half the engine as it was severely misfiring. I had to re-calibrate the points (how many of you remember that?) and I assembled the ignition wrong, so that it was 180-degrees off - which meant that instead of starting after a kick, it would make a huge explosion after many kicks! I rode alone, staying in campsites and meadows, communicated with people without knowing their language, and had one of the best months of my life - just aimlessly exploring with no goal in mind. That is, till I had a fall on a gravelly roundabout, well north of Paris, with the motorcycle on top of my leg and fuel dripping all over me. I was wedged in, so I couldn’t move the bike. Ten minutes later (felt like hours), 4 helpful fellows jumped out of their beaten up Peugeot to help me. They thought I was asking for a cigarette and tried to hand me a lit one, even as I was yelling ‘No Fumar’ at them to stay away, as I was soaked in petrol! These memories just reminded me of why we do what we do in the first place. To provide an ally for travel and adventure - however purposeful or purposeless the journey is. A journey without purpose can have deep meaning in one’s life, and therefore is of immense purpose in a way. This also ties in with the positioning that we are working on for the Interceptor - pure, simple, aimless fun - doing things just for the joy of it!” #royalenfield #ridepure #yehbulletmerijaan #REBullet

A post shared by Sid Lal (@sidlal) on

The digital campaign was conceptualised by the in-house digital strategy team. The Royal Enfield Bullet is the oldest motorcycle in continuous production since 1932.

#MyBullet campaign Royal Enfield