New Delhi, September 15, 2022: Royal Enfield announced a partnership with Meta, for a branded content campaign that creates a unique canvas of ‘pure motorcycling culture’ through the lens of young and dynamic content creators. Fueled by the newly launched Royal Enfield Hunter 350, this collaboration aims to capture all the intense flavors of motorcycling through the eyes of budding and vibrant content creators.
As part of this partnership, Royal Enfield will partner with Meta’s creator education and enablement program, ‘Born on Instagram’, and will see 40+ creators from the program engage with the brand. This collaboration is one of the key facets of the overall marketing campaign for the Hunter 350, allowing Royal Enfield to tap into a new set of audience and younger demographics. With a deep understanding of the brand and the dynamics of the new motorcycle, the results were a spectacular blend of originality of the young creators and the pure vibe and appeal of the new Hunter 350.
This partnership has been enabled in context to Royal Enfield’s ‘Shot of Motorcycling’ campaign that brings together all the intense flavours of pure motorcycling in a new geometry to some of the coolest neighborhoods. Commenting on the collaboration with Meta and the way it will help drive the campaign further, Mohit Dhar Jayal, Chief Brand Officer, Royal Enfield said, “Royal Enfield and Instagram both symbolize values of authenticity and self-expression. Royal Enfield has always endeavored to bring a ‘pure motorcycling’ experience to everyone in love with the motorcycling way of life. We’re delighted to be collaborating with Meta and reaching out to newer audiences through these cool, young content creators, and in-turn giving them an opportunity to bring their communities closer to brands they’ve always loved.”
For Meta, the ‘Born on Instagram’ creator education and enablement program helps creators manage their presence on the platform, create better content, grow using Instagram’s diverse tools and earn through branded content. Saugato Bhowmik, Director, CPG, D2C and Automotive at Facebook India (Meta), spoke about the partnership with Royal Enfield, “We’re committed to facilitating branded content partnerships with creators, that result in meaningful business impact for brands. In this campaign, our ‘Born on Instagram’ creators will have an opportunity to be discovered and benefit economically, and Royal Enfield will engage with relevant creators whose content will drive their community to take actions.”
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About Royal Enfield
The oldest motorcycle brand in continuous production, Royal Enfield has created beautifully crafted motorcycles since 1901. From its British roots, a manufacturing plant was established in Madras in 1955, a foothold from which Royal Enfield spearheaded the growth of India’s mid-sized two-wheeler segment. Royal Enfields are engaging, uncomplicated, accessible, and fun to ride; a vehicle for exploration and self-expression. It’s an approach the brand calls Pure Motorcycling.
Royal Enfield’s premium line-up includes the recently launched, stylish new Hunter 350, the timeless Classic 350, the Meteor 350 cruiser, the 650 parallel twin motorcycles – Interceptor and Continental GT, the adventure motorcycles – Himalayan adventure tourer and the Scram 411 ADV Crossover, and the iconic Bullet 350. Riders and a passionate community are fostered with a rich profusion of events at a local, regional and international level. Most notable are Rider Mania, an annual gathering of thousands of Royal Enfield enthusiasts in Goa, and Himalayan Odyssey, a yearly pilgrimage over some of the toughest terrain and highest mountain passes.
A division of Eicher Motors Limited, Royal Enfield operates through more than 2100 stores across all major cities and towns in India and through nearly 850 stores in more than 60 countries around the globe. Royal Enfield also has two world-class technical centres, in Bruntingthorpe, UK, and in Chennai, India. The company’s two state-of-the-art production facilities are located at Oragadam and Vallam Vadagal, near Chennai. Across the world, Royal Enfield has three modern CKD assembly facilities in Thailand, Argentina and Colombia. With more than 37% CAGR for the last 5 years and sales in international markets up 108% in 2021-22, Royal Enfield is the leader in the global mid-size motorcycle market.