Jawa packages history on a new set of wheels, to a new set of bikers

With experience centres, digital campaigns, and social media chatter, the bike brand retooling its legacy for millennial bikers

Booked out till September 2019, the newest two-wheeler brand to hit the Indian roads is actually the oldest kid on the block. And as it looks to spread its footprint and build a premium clientele among a new generation of bikers, its joint owners—Classic Legends, a 60:40 partnership between Anand Mahindra and Boman Irani along with Phi Capital’s Anupam Thareja—are revving down nostalgia street. It’s more than 100-year old history is being used in a variety of ways, through merchandise, communication initiatives and design throwbacks, to craft a brand story that resonates with young premium bike aspirants.

“We are trying