Royal Enfield (a unit of Eicher Motors), the world’s oldest global motorcycle manufacturer in continuous production, has named PHD India its media partner following a multi-agency pitch that involved incumbent Mediacom. The appointment will see the Omnicom-owned agency take on the complete paid media duties (planning and buying) for the Chennai-based motorcycle manufacturer in India as well as globally (across Asia-Pacific and Europe), for their motorcycles, apparel, genuine motorcycle accessories businesses.
Manufactured first in 1901 in the UK and subsequently bought by India’s Eicher Motors Limited, Royal Enfield has created the mid-size motorcycle segment in India. The brand states that it chose PHD as its strategic media partner because of the agency’s integrated media planning capabilities and stronger understanding of the category.
“We were searching for a partner to drive growth in both our local and international markets, and with their impressive capabilities and reputation, PHD was the obvious choice,” comments Shubhranshu Singh, Global Head - Brand & Marketing at Royal Enfield. “We’re excited to leverage PHD’s capabilities in data and digital, as well as their extensive global network, to continue driving fresh growth in today’s age, for the world’s oldest global motorcycle brand.”
Jyoti Bansal, CEO of PHD India, adds: “It is a great privilege to partner with such an iconic brand and ensure we continue their success story in today’s increasingly digital world. We look forward to growing the brand’s fanbase among a whole new set of consumers.”