Motorcycle brand Royal Enfield has appointed PHD India as its media partner following a multi-agency pitch. The incumbent was MediaCom.
The Omnicom Media Group agency will handle planning and buying for the brand's motorcycles, apparel, and accessories in India as well as its global markets in APAC and Europe. Specifically, this means Indonesia, Korea, Philippines, Thailand and Vietnam in APAC and France, Italy, Germany, Spain and the UK in Europe.
Reports peg the annual billings at about US$14 million.
The brand, based in Chennai, bills itself as "the world’s oldest global motorcycle manufacturer in continuous production" based on a history dating back to 1901 in the UK. Today it is owned by Eicher Motors, an Indian company that also makes commercial vehicles.
The brand chose PHD as its strategic media partner because of the agency’s integrated media-planning capabilities and strong category understanding, according to a release. Royal Enfield was looking for a partner to drive growth in both local and international markets, and Shubhranshu Singh, the company's global head of brand and marketing, cited the agency's capabilities in data and digital, as well as its extensive global network, in explaining the choice.
Jyoti Bansal, CEO of PHD India, called it a privilege to partner with the iconic brand and ensure its continuing success in today’s increasingly digital world.
(This article first appeared on CampaignAsia.com)