The last leg of the year is bustling with brands going full throttle to engage their TG through creative experiences. On one hand, EDM festivals like NH7 Weekender, Sunburn and VH1 Supersonic are being looked upon as platforms for activations and mass engagement by most brands; a few notable ones are investing in their own events to get the most out of year end festivities.
A brand that easily falls into the latter category is Royal Enfield. Often identified as the oldest motorcycle brand in continuous production, Enfield is known to have created the mid-size motorcycle segment in India with its series of modern classic bikes. The brand also boasts of having a loyal customer base and is going all out to experientially woo their community through the upcoming edition of Rider Mania.
Interestingly, Royal Enfield’s ‘Rider Mania’ stands directly in competition to their biggest rival in the heavy motorcycle segment i.e. Harley Davidson’s ‘Harley Rock Riders’. With the recently executed edition of Harley Rock Riders being proclaimed as a considerable success, it is of interest of most bike lovers to see what does Royal Enfield has to offer to its fans through its version of a music & action packed event.
For those of you still wondering what’s on offer at Rider Mania ’15 need not worry as we at EE bring to you the latest insights from this upcoming event.
Slated to be held from 20
th of November, Rider Mania promises to be a three-day motorcyclist heaven with more than 6000 riders expected to attend the festival this year.
In a first for the festival, Royal Enfield owners from several cities including Delhi, Bangalore, Mumbai will be riding in to Vagator in groups. Also making its debut is the Dirt Track Racing Training specially incepted for the new Royal Enfield enthusiasts. The training will include 5 simultaneous sessions where enthusiasts would be able to learn the skills to negotiate tough terrains. Also, early morning Breakfast rides will give the participants an opportunity to ride along with the local Royal Enfield clubs.
Additionally, the traditional Celebration Ride is expected to feature all participants exploring the natural trails of Goa. In terms of entertainment too, Rider Mania seems to offer an interesting blend as names like Indian Ocean, Karsh Kale, Raghu Dixit project, Dualist Inquiry, F16and DJ Nucleya are set to perform at the venue.
The festival will also be filled with multiple on-ground engagements like demonstrations of custom built Royal Enfields from around the country, Assembly Wars sessions where teams dismantle a specific part, get it verified by the marshal, assemble it and race it back to the marshal and a slow race where the slowest participant to complete the track without putting their leg down will win.
An insider from the Eicher Motor vehicles revealed that Wizcraft has been handed over the mandate to execute the event alongside Royal Enfield’s community team. Also Royal Enfield after this event will be participating in EICMA in Italy and various events in Australia and Indonesia. 2016, too will be a busy year for the brand as it looks forward to further engaging its TG through a number of marquee rides events such as Himalayan Odyssey, Tour of Rajasthan, Tour of Nepal, Tour of Bhutan and the REUnions- South and North.
With so many offerings on the cards, it is safe to say Rider Mania can be expected to be as big an event as Harley Rock Riders if not less. The deciding factor however, on which event served the best engagement to its attendees shall be made only after deciphering on how Wizcraft executes Rider Mania in comparison to OML executing Harley Rock Riders.
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