India Brand Conclave: Community is heart of our brand: Shubranshu Singh, Royal Enfield
Singh, Head of Global Brands, Royal Enfield, talks about ‘Building a brand through the community’ and the journeys that the brand has undertaken
The exchange4media India Brand Conclave 2019, which is in session today at ITC Maratha, Mumbai, has a plethora of talks on the key pillars of a brand, need to build connections with communities and more.
Shubranshu Singh, Head of Global Brands, Royal Enfield, conducted an intriguing session - ‘Building a brand through the community’ – to showcase a number of video examples of how the brand has built a community with a lot of affinity for the brand.
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Singh started the session saying, "Community is not a collateral arm or a subsidiary track but at the heart of what we do. The brand couldn’t be what it is today unless it was firmly embedded in the creative task of fostering, nurturing and handholding the community. We see the purpose as an ally, who is in the business of exploration, and to look at the journeys - external as well as internal - and their purpose to drive motorcycles. In our industry, we have one of the healthiest shares in the market.”
Community is the heart of what the brand does, he said.
Referring to the Rider Mania Event 2019 held in Goa, which Singh had attended, he said close to 8,000 people were from Sydney, Russia, the UK and from across India.
“Events and coming together in the community is important. It is volitional. The community comes there because they are in love with creating a sense of who they are through the brand. This is a huge win for the brand,” remarked Singh.
The Royal Enfield brand has built institutions and built a purpose for their community, he said. Moreover, the brand has registered around 77.1 million searches in the digital world.
“The social media community’s purpose is to put out what the brand does. We have one of the strongest automotive communities on social media.”
The brand has one of the strongest online communities in the automotive world. They have 2,000 followers added on Instagram, 800 a day are added on Facebook and all this is done organically, states Singh.
The brand aims to create authentic experiences and engagements and achieved a 36-million reach and a 3.6-million engagement rate for the campaign #MyBullet.
"It is not only us doing things for the community. But the community also is doing the reverse to us. There is power in our consumer community. We had some French enthusiasts go up to Mongolia.
Right at the border is a lake. They rode up there, took a 10-day journey all the way to the lake and with sidecars rode in the lake too. They created videos of the same and this created a talking point and impact in the earned media in France even though we didn’t plan on it,” said Singh as he signed off.
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