After getting the green flag from the Indian Government back in 2007, the cult motorcycle brand, Harley- Davidson has finally decided to get its bikes to India. One bike from each of the Harley model segments to India will be soon on offer which will be imported as completely built units. After setting up a subsidiary in Gurgaon, the company is now looking for dealers and expect to start their operations in India by the middle of 2010.
The company has shortlisted The Republic as its advertising and communication partner and Seventy EMG for events and experiential marketing.
Maia Katrak, executive creative director, The Republic is convinced that the company will not have to resort to any unconventional plans to sell their immensely popular bikes in India and feels the brand will do well even though the bike costs will run into the few lakh rupees mark.
Elaborating some more on the advertising strategy, Katrak says, “We will be employing a strategy that engages directly with customers. Our client’s goal is to build a long term foundation for the brand and the leisure motorcycling experience in India. It remains to be seen how quickly this will develop.”
“We know from research that there is huge appeal and pent-up demand. The universal and global appeal is being reflected in India. At last count, we’ve had more than 25,000 hits on the website, without any advertising to send people there,” adds Katrak.