How Royal Enfield uses advertisement to influence people.

1. SINCE 1901
Business Communication

2. SINCE 1901
ROYAL ENFIELD
1891
● In November 1891, entrepreneurs Bob Walker Smith and Albert Eadie buy George Townsend & Co.
of Hunt End, Redditch.
● Townsend’s is a well-respected needle manufacturer of almost 50 years standing which has
recently begun manufacturing bicycles.

3. 1901
● The first Royal Enfield motorcycle is produced. Designed by Bob Walker Smith and Frenchman
Jules Gotiet, it has a 1 1/2 hp Minerva engine mounted in front of the steering head. The rear
wheel is driven by a long rawhide belt.
1949
● K. R. Sundaram Iyer launches Madras Motors to import British motorcycles into India, including
Royal Enfields.
SINCE 1901

4. SINCE 1901
1994
● Commercial vehicle and tractor manufacturer, The Eicher Group, acquires Enfield India Limited.
Eicher has roots in India dating back to 1948. It renames the company Royal Enfield Motors
Limited.

5. SINCE 1901
https://www.youtube.com/watch?v=0WmuqObE4Ck
#LeaveEveryPlaceBetter

6. SINCE 1901
Aristotle’s Three Modes Of Persuasion

7. SINCE 1901
ETHOS- the speaker

8. SINCE 1901
PATHOS- emotional connect

9. SINCE 1901
LOGOS- logic

10. SINCE 1901
Cialdini’s Principles Of Persuasion

11. SINCE 1901
COMMITMENT
● Growing plastic waste because of the bike riders.
● RE committed itself in reducing that plastic waste.
SCARCITY
● General good sense in people to not use single use plastics which is difficult to
dispose.

12. SINCE 1901
SOCIAL PROOF
● We all know that single use plastic is bad for the environment.
● Ad targets Indian males who mostly use bike for transportation.
LIKING
● Bike rides in Ladakh is popular among bike riders.

13. THREAT
● Easy for
competitors to
come up with
similar and bigger
campaigns.
● RE riders from
other parts of
country may
expect similar
campaign there.
SINCE 1901
SWOT
STRENGTH
● Addresses a real
issue- plastic
waste.
● Shows real
result.
● Characters in
the ad are really
passionate about
RE.
WEAKNESS
● Bit lengthy.
● No character
makes a lasting
impact.
OPPORTUNITY
● Expand this
campaign and
reach more
people.
● Build RE as a
responsible
brand.

14. SINCE 1901
Thank You.