Royal Enfield: On a digital ride

The motorcycle company is going the online route to engage its community of riders during the lockdown

Published: Jun 8, 2020 03:14:49 PM IST

royal enfield_siddharth_himalayanImage: Royal Enfield

For Royal Enfield, the Covid-19 crisis is an opportunity for deeper digital engagement with its riding community. “As a brand, the biggest challenge during these extraordinary times is to maintain mindshare,” says Shubhranshu Singh, global head for marketing. Royal Enfield, he adds, is a fast-growing community of riders, offline and online. “It is our endeavour to ensure they stay home, stay safe and hold on to their 'ride pure' plans,” he says.

Over the last two months, the company has rolled out several digital activities, starting with Trip Story. The campaign asked users to share their memorable ride stories and tag their friends to share theirs. The next campaign—What's Your Adventure—was for customers of Himalayan; this was followed by Royal Enfield Custom World Live, an episodic series with global custom builders. The programme got more than 100,000 live views and a cumulative engagement of over 25 lakh.

The campaigns have increased social media conversations around Royal Enfield by over 50 percent. Its involvement with users is at an all-time high, claims Singh. Its social media following rose from 5.8 million last April to 7.2 million in April 2020.

Click here to see Forbes India's comprehensive coverage on the Covid-19 situation and its impact on life, business and the economy‚Äč

(This story appears in the 19 June, 2020 issue of Forbes India. You can buy our tablet version from Magzter.com. To visit our Archives, click here.)

Show More
Post Your Comment
Required
Required, will not be published
All comments are moderated
China vowed to keep wildlife off the menu, a tough promise to keep
Yash Fatnani's journey on being an 'Out Of The Ordinary' millennial