oa Journal of Marketing - Born to be mild

Volume 2009, Issue 02
  • ISSN : 1811-9565



The song unspooling through the mind of the Royal Enfield rider as he heads down the highway is not ''Born to be wild''. On the contrary, he'll leave such musings, steeped as they are in machismo, to his leather-clad counterparts, while he hums along to ''lazing on a sunny afternoon''.

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