With an eye on building a strong consumer portfolio, Ruder Finn, one of the world’s largest independent firms, recently won the communications mandate for Harley-Davidson in India, the world’s most iconic motorcycle brand.
In 1903, Harley-Davidson began as a cultural wildfire in the state of Milwaukee. Ever since, the brand has grown across generations and geographies. The company made inroads into India in 2009 and today, has an exhaustive dealer network of 33 dealerships across 27 cities. Currently, Harley-Davidson in India boasts of 13 iconic motorcycles in its portfolio across five motorcycle model families.
Ruder Finn will headline the PR mandate for Harley-Davidson in India to provide strategic counsel on the way forward and execution for the brand including brand and product campaigns, the Harley Owners Group® (H.O.G.), national and zonal rallies, media rides, among others. The new alliance will also include the agency working in tandem with the marketing team and other agency partners to create consolidated integrated communication programmes for the brand.
Commenting on the partnership, Atul Sharma, Managing Director India, Ruder Finn said, “We are excited to partner with Harley-Davidson® India – one of the most legendary motorcycle brands across the globe. We are looking forward to further strengthen and lead the luxury motorcycling space for H-D, through an innovative approach aimed at creative storytelling, curated experientials and word of mouth publicity. Interesting avenues such as the Harley Owners Group® (H.O.G.), zonal rallies and other high-decibel engagements, also lends itself to the cult that we would like to further build upon for Harley-Davidson® in India. This is a ride that we, at Ruder Finn, are extremely thrilled about!”