Classic Legends is leveraging patriotism and experiential marketing to strengthen the market presence of its Jawa and Yezdi motorcycle brands with the launch of the Shaurya Vijay Yatra 2026, a 1,900-km expedition flagged off by Defence Minister Rajnath Singh from the National War Memorial in New Delhi. Organised to commemorate Kargil Vijay Diwas, the 13-day ride features 28 participants, including serving and retired defence personnel and family members of Kargil martyrs, travelling to the Kargil War Memorial in Dras, Ladakh, under the theme “One Ride, One Nation, One Salute.”
The expedition will pass through the Chandimandir, Rezang La and Leh War Memorials before culminating on July 26. Riders are carrying sacred soil from the National War Memorial to Kargil and will felicitate Veer Naris during the journey. The flag-off ceremony was attended by Chief of Defence Staff General N. S. Raja Subramani, Army Chief General Dhiraj Seth, senior military officials, veterans and NCC cadets. Addressing the gathering, Rajnath Singh paid tribute to the soldiers who secured India’s victory in the 1999 Kargil War and remembered ParamVir Chakra awardees Captain VikramBatra, Lieutenant Manoj Kumar Pandey, Subedar Major (Honorary Captain) Yogendra Singh Yadav (Retd) and Subedar Major (Honorary Captain) Sanjay Kumar (Retd).
In Kolkata, the initiative is expected to enhance consumer engagement for Jawa and Yezdi dealerships across eastern India, where demand for premium classic and adventure motorcycles has been steadily expanding. Dealers believe the nationwide tribute ride, coming ahead of the festive buying season, could improve showroom footfalls and strengthen brand recall among enthusiasts seeking motorcycles with heritage appeal and touring capabilities.
JawaYezdi Motorcycles launched the Shaurya Vijay Yatra in 2021 to connect the motorcycling community with the stories of India’s armed forces. This year’s expedition is being undertaken on the Jawa 350, 42, 42 FJ, and Yezdi Adventure and Scrambler models. Classic Legends Co-founder AnupamThareja said the initiative aims to honour the sacrifices of India’s soldiers while introducing younger generations to the values of courage, discipline, resolve and selfless service.
