Royal Enfield bikes have always been the king of Indian roads. They haven’t ever needed to carry off any additional publicity strategy to increase their sales till date. The name and the brand quality is more than enough to fetch them the expected target. They have never been seen to fall in the publicity trap. The last note-worthy advertisement that the makers came up with, was the classic Video-commercial where they showcased their Chennai manufacturing hub. Apart from that, there’s hardly been any video-endorsements done by Royal Enfield till date. However, the publicity-shy strategy of the company seems to have changed in the last few months.
Like others, even the Royal Enfield makers seem to have understood the importance of marketing and have become much more publicity conscious. Perhaps, the launch of many more top-rated bikes from various other competitors, and the various unique PR and publicity strategies adopted by the same, have forced the Enfield makers to follow suit. However, as against their competitors, they chose the most sought after and influential media vehicle - Bollywood.
Off-late the company has been among the chief sponsors for many of the blockbuster Bollywood movies like Singham, Zindagi Milegi Na Dobara and more recently, the Sharukh Khan starrer Jab Tak Hai Jaan. In fact, if Bollywood superstars, Ajay Devgan and Sharukh Khan were seen endorsing the Royal Enfield Electra or the Desert-Storm respectively, then the Hindi Film Industry’s leading ladies aren’t any behind. If Bollywood’s heart-throb went from dazzling to dashing sporting a Classic 500 in Zindagi Milegi Na Dobara then Gul-Panag went a step further by not only endorsing a Thunderbird UCE350, in the movie Turning 30 but also flaunted it as her official wedding bike. The actress, always known to break the stereo-type moulds with her roles, literally pulled-of a stunner, as she and her husband, post their wedding ceremony, rode back on a Thunderbird UCE350 as against a traditionally decorated car.
Most recently, even Anushka Sharma added an additional feather to the charm of the Royal Enfield with her own beauty, as she was seen riding a Classic 500 Chrome in Jab Tak Hai Jaan. As a matter of fact, Royal Enfield was one of the chief sponsors for both, Singham as well as Jab Tak hai Jaan. According to official reports, the demand for the bikes have increases furthermore since their endorsements in all these Bollywood movies, in the last few months. There has already been a waiting of almost around 6-9 months for any Royal Enfield Bike in the last few years, and with these endorsements, it has increased further.
If you think, that the company has become publicity conscious only in India, you are mistaken. Many of the latest Hollywood movies like the latest Harry-Potter series or the Oscar-Award winner, Curious case of Benjamin Button have shown the respective lead actor’s, Daniel Radcliffe and Brad Pitt, riding a Royal Enfield Classic.