Royal Enfield ArtOfMotorcycling is back, this time offering a larger canvas for all
- Campaign to be adjudicated by renowned designer duo Shantanu and Nikhil, celebrated photographer Bobby Joshi, and acclaimed illustrator Vimal Chandran.
- The second edition offers exciting learning and collaboration opportunities for artists, designers and motorcycling enthusiasts, celebrating the ethos of exploration, self-expression and motorcycling through the lens of various art forms.
- Top 3 winners will get to co-create their own capsule range with Royal Enfield apparel and the top 2 winners will get an internship opportunity at the Royal Enfield design team.
New Delhi, December 27, 2021: Royal Enfield, the world’s oldest motorcycle brand in continuous production, today announced the commencement of the second season of Art of Motorcycling, the brand’s marquee creative campaign conceptualised to fuel creativity amongst artists, creators and motorcycling enthusiasts by giving them an opportunity to express their love for ‘the motorcycling way of life’.
For this season, Royal Enfield has partnered with three renowned experts from different creative domains to adjudicate and mentor the participants – Leading fashion designers Shantanu and Nikhil, Celebrated Illustrator Vimal Chandran and Ace Photographer Bobby Joshi. Compared to last year,
this year, winners will also get access to exciting learning and collaboration opportunities at Royal Enfield in addition to having their designs featured on Royal Enfield merchandise. The top 3 winners will get a chance to collaborate with Royal Enfield to co-create their own capsule range under the mentorship of the jury members. The next two winners will get an internship opportunity with Royal Enfield’s design team. Following 15 designs make it to Royal Enfield’s ‘Make It Yours’ configurator. With the purpose of offering exciting learning opportunities and an inclusive creative platform, Royal Enfield will also be hosting master classes from each of the jury members through the course of the campaign. These Master classes will be available for everyone to view and will be hosted on Royal Enfield’s website and social handles, details of which will be revealed soon.
Speaking about the campaign, Mr. Puneet Sood, Head – Apparel Business, Royal Enfield said,“ Through the Art Of Motorcycling campaign, Royal Enfield aims at providing a unique platform for Designers, Artists, Illustrators and Motorcycling enthusiasts to illustrate their love for motorcycling and share tales from their journeys with the world creatively. We are extremely humbled with the response we received for the last season and we intend to take #ArtOfMotorcycling Season 2 a notch higher, to inspire, mentor and encourage enthusiasts across the country. This season we are thrilled to have three creative maestros from different genres, design, photography and art to mentor the participants and offer one of a kind learning experience.”
Driven by the theme of self-expression, the campaign focuses on inspiring the community to participate and contribute and also to be a part of the brand’s artistic evolution. For participation this season, enthusiasts can head over to the ArtOfMotorcyling section on Royal Enfield’s website to register and download the toolkit. Participants can then create their own unique design and share it on Instagram, tagging royalenfield and @royalenfieldlifestyle and using ArtOfMotorcycling#REApparel.
The last season of ‘Art of Motorcycling’ received a remarkable response and resulted in bringing together a diverse set of audiences from different cities along with the Royal Enfield community – ranging from avid riders and aspirants to artists, illustrators, and graphic designers under one common umbrella. Season 1 received a total of 10,000+ registrations. Of all the entries, 62% were non-Royal Enfield owners and the rest of the 38% were owners. There were a total of over 5k+ post on ArtofMotorcycling. After going through all the entries, the esteemed jury finalized Pallab Baruah, Karan Verma, Chetan Patil, Manvendra Singh and Niharika Shrivastava’s designs. Royal Enfield launched a range of t-shirts where the winners’ designs were used. Niharika’s artwork was chosen via a poll that was undertaken on Royal Enfield’s Instagram page wherein her design was chosen as the Riders Choice Design, she was given an opportunity to intern with the Royal Enfield design team. In addition to this – The Royal Enfield 2021 calendar also featured their unique creations.
Quotes from Jury members
Commenting on the occasion, renowned designers Shantanu Mehra and Nikhil Mehrasaid: “Creative flow is a natural process. Designs should come naturally to you with a sense of ease. They should be the purest form of your subconscious beliefs, and for that introspection is paramount. Do things which make you feel the rush and bring you closer to yourself. Art and vulnerability often amalgamate to create something powerful, so hold onto that depth. Seldom, people find that solace doing the most mundane things. For us, riding our Royal Enfield bikes during the travels empowers us to expand the horizon and think deeper. It’s a splendid opportunity that Royal Enfield has created via The Art of Motorcycling. Bikers and Auto enthusiasts aspire to live vicariously, and we hope this platform gives them the free rein to do that.”
Renowned Illustrator, Vimal Chandran says- “The basic idea of any art is storytelling & You draw inspiration from anything and everything around you. I get inspiration from everything: music, poetry, movies, random conversations basically from whatever I see around me. What matters the most for an artist is how you create a depiction of your own experience and weave it together to create an art.Royal Enfield, with all its legacy and heritage, has been a pioneer in design and known for delivering a superlative experience. The Art of Motorcycling will provide an excellent opportunity for auto enthusiasts to invoke the artist in them and ride free with their imagination. I am happy to be a part of this search for the ‘motorcyclist artist’ and I can’t wait to see how our participants will showcase their experiences through their art.”
Bobby Joshi – Founder, Mentor & Photographer at GoodShotz Photography Pvt. Ltd. said “I am a curious soul. This curiosity fuels my sense of adventure. Even when I sleep – I dream of traveling to new places. Exploring, creating, conceptualizing forms an integral part of everything I do. A sense of purpose, a sense of expression, in all things beautiful. I find a strong resonance and connection with the same values and beliefs in Royal Enfield. Royal Enfield has been a pioneer in design principles that delivers the superlative experience to auto enthusiasts invoking the artists and connoisseurs in them. I am delighted to be a part of this search for “Motorcyclist artists” and I look forward to some great creative thoughts and expressions in the form of the art that they create.”
About Art of Motorcycling:
The Art of motorcycling is about expression of the journeys we take and memories we create on and off the saddle. While some have expressed this spirit by painting the tank of their machine or building their ride from scratch, others might just love the feel of a bare canvas to illustrate their adventures on. The Art of Motorcycling has been conceptualized to provide creators a platform to express their love for “the motorcycling way of life”. As an iconic brand, Royal Enfield wanted to reach out to a larger audience and also give them a canvas for self-expression. It is aimed at providing a platform to encourage the community to express themselves freely, follow their passion for riding and for the uninitiated, take a step ahead in their journey of exploration and self-expression.
Engaging with artists over the years, Royal Enfield has fostered the creative spirits of the community and supported art projects, celebrating the ethos of exploration through a creative lens. Some of the past initiatives were- Chifumi’s Art Tour 2016, Ronny Sen’s Highway Star 2017, Tank Project 2017, projects at Wheels & Waves 2017, Aid of Asia’s endangered elephants 2018 and many more.
About Royal Enfield Apparel:
Started in 2014, the Royal Enfield Apparel division was conceived with a single aim – to create an ecosystem around pure motorcycling and enhance the motorcycling experience. Safety is the prime consideration for Apparel, with three important parameters – protection, comfort, and style. It strengthens the Pure Motorcycling way of life and allows emerging aspirants and existing loyalists to express themselves with the brand in numerous new ways. Relevance and being accessible for the end-user are the other key attributes that Royal Enfield considers. Our apparel range consists of lifestyle apparel and protective gear.
Jury members:
● Shantanu and Nikhil – Shantanu and Nikhil is a fashion label by brothers Shantanu Mehra and Nikhil Mehra. Their creative bent of mind and entrepreneurial streak has placed Shantanu Mehra and Nikhil Mehra in the global fashion circuit with their label ‘Shantanu and Nikhil’ that was launched in 1999.
● Bobby Joshi – Founder, Mentor & Photographer at GoodShotz Photography Pvt. Ltd. Bobby is a seasoned professional with deep and varied experience in strategy, transformation and strategy for teaming, sell to and sell through.
● Vimal Chandran – Vimal Chandran is a famous illustrator, his work captures his glory through visually stunning images, each standing out on its own.
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