On Monday, Mid-sized motorcycle producer Royal Enfield said it had designated Mohit Dhar Jayal as its Chief Brand Officer (CBO). As the company remains on its mission to become the first global premium user brand from India, Jayal will drive the creative and strategic reason for brand and marketing purposes to curate and other cement brand and connections in the brains of the global consumer, the two-wheeler maker, which is part of Eicher Motors, noted.
“In his previous assignment as our external partner, Mohit has been instrumental in scripting the distinctly unique brand identity that has been central to Royal Enfield’s success over the years,” Eicher Motors Managing Director Siddhartha Lal said.
He recognises the brand very closely and is very conscious of the various characteristics that are the essence of Royal Enfield, Lal added.
“I am confident that under Mohit’s leadership, we will scale newer heights as we shift gears to ride forward on our global growth journey and build deeper inroads into markets and communities across the world,” he said.
As Chief Brand Officer, Jayal will be accountable for designing and fulfilling Royal Enfield’s brand and strategy and creating a distinct, unique and aspirational global brand. He will also initiate partnerships and collaborations with a distinct stakeholder universe while curating unique customer experiences.
Jayal has been connected with several campaigns for leading brands over the past two decades.
These include campaigns for IndiGo’s branding and passenger experience; global campaigns for Incredible India; a range of recruitment campaigns for the Indian Air Force; and the global ‘Make in India’ campaign.