Arun Sudhaman 19 Feb 2020 // 7:54AM GMT
NEW DELHI — Indian motorcycle brand Royal Enfield has shifted PR duties to 20:20 MSL, after ending its lengthy relationship with Genesis BCW.
The MSL agency takes on the business following a competitive review that included several agencies, including incumbent firm Genesis BCW.
20:20 MSL will handle PR, media and influencer engagement, along with other organic external stakeholder communications for Royal Enfield. The brief spans corporate and brand, across the company's motorcycles, apparel, and accessories business in India.
A subsidiary of Indian automaker Eicher Motors, Royal Enfield is often described as the world’s oldest motorcycle brand in continuous production. In particular, the company focuses on the midsized motorcycle segment, having used its British heritage to help build a community of more than 3.5m riders in India.
"As we move into the next phase of growth in India and across the world, we were looking for a public relations and communications partner with strong strategic capabilities, as well as with adequate scale and depth of understanding," said Royal Enfield's global head of brand and marketing Shubhranshu Singh.
The PR shift comes as Royal Enfield also moves global media agency duties, to PHD.
"We have been an integral part of the resurgence of the iconic brand and establishing its leadership in the market," said Genesis BCW CEO Deepshikha Dharmaraj. "We wish them the very best in their journey ahead."
"Royal Enfield is a powerful brand, as it infuses a sense of pride in every rider," added 20:20 MSL MD Viju George. "We are delighted to partner and reinforce the brand love through dynamic storytelling."