Challenge
Harley Davidson India wanted to launch its new dark custom bike as a lifestyle bike with a youth appeal. The goal was to turn young adults into brand ambassadors. Harley Davidson wanted to harness raw expressions of humanity and creativity in order to fuel personal freedom, independence, and experimentation.
Strategy
My mission was to create an integrated proposal HD could launch across a myriad of platforms: digital, activations, and an auto expo brand experience during bike week. This allowed us to create an historic launch in a new market. We needed to spark a movement by understanding deeper motivations and young adults' methods of expressing creativity.
