Paul Writer launches New Age Marketing , 
Video interview series of CXO’s highlighting best practices
Pallavi Singh
Director Marketing
Harley-Davidson India
On digital marketing in their current strategy.
For us as a brand, and I would go back in 1983, we are a very social brand and the original social network was formed and developed in the year 1983 which was basically to be called as we would know “Harley Owner’s Group”, it’s the Harley Community. But now as you see digital is actually becoming the source for getting information, ultimately leading your customers to embracing your product. So we really see that digital is not only becoming very key for the brand itself but also for us to ultimately have a sales impact for our dealers and ultimately really showcasing the Harley lifestyle to the customer base. It is becoming very very focused and we use offline and online both. So if you look at our offline events, which is a lot on India Bike Week, we do a national rally there, we have offline which is Ussono Rallies and Harley Rock Riders and going back there, with Harley Rock riders we’ve really really tried to do a lot stuff online and Guevera, who we have a great partnership with, last year we did something online with them which was phenomenal we got great attraction from people. We have also launched a nice music channel with them which you will see in the future. Thats where we have really combined online and offline together which ultimately gives customers the real feel about what the brand is all about and we are a brand about “touch and feel” so it becomes really important for us to get offline which then gives a great experience online and ultimately leads to a great chase of of a motorcycle.
“So we really see that digital is not only becoming very key for the brand itself but also for us to ultimately have a sales impact for our dealers and ultimately really showcasing the Harley lifestyle to the customer base.”</blockquot
