Project Overview

UNESCO and Royal Enfield have embarked on a collaborative initiative aimed at documenting and promoting India’s rich Intangible Cultural Heritage (ICH) practices. This endeavor aligns with the broader goal of fostering sustainable, community-based tourism, particularly crucial amidst the COVID-19 pandemic’s impact. Royal Enfield’s involvement in the Himalayan region further emphasizes the focus on sustainable tourism and community resilience through its CSR-based Social Mission – Responsible Travel.

Problem Statement

The COVID-19 pandemic has severely affected sustainable tourism in India, including the Himalayan region, disrupting livelihoods and threatening the preservation of Intangible Cultural Heritage (ICH) practices. Communities reliant on tourism face economic uncertainty and cultural erosion. Urgent action is needed to safeguard ICH, support sustainable tourism, and empower Himalayan communities to adapt to changing circumstances.

Our Approach

Their approach began with thorough research, exploring India’s diverse cultural landscape. They meticulously documented colors, forms, and patterns, shaping a palette reflective of the nation’s heritage. From this foundation, they crafted the project’s identity, ensuring each element resonated with India’s intangible cultural richness. With cultural sensitivity at the forefront, they extended this identity across all communication channels, honoring traditions and values throughout the branding process.