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Motorcycling has a dusty image, seen by some people as an older man’s hobby. Manufacturers such as Harley-Davidson have in recent years reported falling sales amid an aging demographic.
Motorcycle brand Royal Enfield wants to change that. Its new global campaign, created by U.K.-based agency New Commercial Arts (NCA), aims to attract a younger, more diverse audience–particularly women.
The campaign more closely resembles a fashion ad than one for a motorcycle company—and it promotes Royal Enfield’s new Hunter 350 model, which targets a younger generation in urban environments.
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