I attend quite a few music festivals. It’s possibly the only social activity I indulge in these days. So when I walked into Richardson & Cruddas last Saturday for Royal Enfield’s HunterHood, I was pretty sure I wouldn’t leave until security turned off the speakers. But I was wrong — because HunterHood isn’t really meant for people like me: 35+, early sleepers, and more into vinyl than viral trends.
HunterHood is a motorcycle and lifestyle festival designed for the future — and for future Royal Enfield customers.
The Hunter 350 is Royal Enfield’s most affordable motorcycle. Priced at ₹1.85 lakh (on-road, Mumbai), it was built to bring more riders into the RE world, especially those who aren’t working with a big budget. It targets the young crowd — fresh grads entering their first jobs, riders graduating from 100-125cc commuters, and those who want a bit of brag value in their garage without spending a bomb.
But at HunterHood, the motorcycle took up surprisingly little space. The spotlight was on the stage — filled with DJ sets, dance acts, and live performances. The real action, though, was at the skatepark. Young boys and girls, mostly between 16 and 20, showed off impressive talent on their boards. And that’s when it struck me: many of these kids can’t yet afford the Hunter 350. Some probably don’t even have a riding license.
For them, an iPhone or a big haul from Myntra means more than a motorcycle right now. But here’s the kicker — almost all of them still wanted a photo with the Hunter 350. They wanted to sit on it, strike a pose, and make a reel. Because to them, this bike isn't transportation — it’s a vibe, a lifestyle marker. Something their social circles associate with being cool.
That’s exactly what Royal Enfield is chasing with HunterHood.
This isn’t just about selling a 350cc motorcycle. It’s about embedding the Hunter into the visual language of youth culture — one Instagram post, Snapchat story, or reel at a time. Royal Enfield wants this bike to be aspirational, not just affordable. And they’re playing the long game. When these kids grow up, get their licenses, and land that first job, RE wants to be top-of-mind.
The latest TVC for the 2025 Hunter 350 drives home that point. It features boys and girls zipping through Delhi streets in casualwear, hanging out, and being effortlessly cool. There isn’t a single shot of someone commuting to work or college — even though that’s how the bike will actually be used.
And that’s okay because RE knows how to sell stories better than most. Some of their marketing films — especially the original Interceptor 650 and Himalayan 411 videos — still give me goosebumps. They're evocative, emotionally charged, and beautifully crafted. At this point, Royal Enfield is more of a marketing company than a motorcycle manufacturer.
HunterHood is another chapter in that story. It’s a bet on culture over convenience, on aspiration over affordability. And it just might work.
But only time will tell. For now, the 2025 Hunter 350 looks promising on paper. I genuinely hope it rides just as well in the real world. Because if it doesn’t resonate, the next generation of riders might do exactly what I saw at the event — skip the Hunter 350 entirely… by jumping over it on their skateboards.
