Royal Enfield, the mid-sized motorcycle brand, recently launched a campaign with the introduction of six new colours of its iconic motorcycle — the Bullet 350.
On social media, the #MyBullet campaign urged motorcyclists to share their most loved and cherished memories with their Bullet motorcycle. The campaign proactively galvanised Royal Enfield’s strong community of over six million followers across its social media footprint. This campaign saw several thousand social media stories from all corners of the world creating a symphonic trail of the love and passion for the Bullet that has been passed on as a legacy for decades.
#MyBullet campaign invoked strong emotions among the consumers attached with the motorcycle with stories ranging from words of appreciation of its service to the Indian Army to youngsters adoring their motorcycles as their most loved inheritance.
Expressing a deep-seated connection with his Bullet and bringing this campaign to life was Eicher Motors MD Siddhartha Lal’s posts on Instagram, who shared a few cherished memories of his Bullet.
The digital campaign was conceptualised by the in-house digital strategy team. The Royal Enfield Bullet is the oldest motorcycle in continuous production since 1932.
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