Royal Enfield appointed Mohit Dhar Jayal as its Chief Brand Officer (CBO). Jayal will be responsible for the creative and strategic thinking for brand and marketing functions to curate and further cement brand love and associations in the minds of the global consumer.

In a media statement, the company said, “Jayal has been associated with Royal Enfield in the past and played a key role in designing the blueprint for the company’s modern brand identity as an external partner between 2004 and 2014. The seminal work done during this period was instrumental in building a distinct and premium, yet accessible identity for the brand while positioning Royal Enfield strongly in the Indian motorcycling market.”

Jayal  will  also be  responsible  for  creating  and  executing  Royal  Enfield’s  brand strategy. He will also spearhead partnerships and collaborations with a diverse stakeholder universe while curating unique experiences for customers.

Siddhartha Lal, Managing Director, Eicher Motors, said, “I am  extremely  happy  to  have  Mohit  Jayal  on  board  to  lead  Royal  Enfield’s  brand  charter.  Mohit is an experienced leader who has led high-performing teams and delivered some of the most memorable campaigns for major brands across categories. 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. He understands the brand very closely and is keenly aware of the unique aspects that are the essence of Royal Enfield. 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.”

Jayal has worked on campaigns like IndiGo's branding and passenger experience; global campaigns for Incredible India; highly successful recruitment campaigns for the Indian Air Force; and most recently, the global ‘Make in India’ campaign.

He joins Royal Enfield from his entrepreneurial venture Motherland JV Pvt Limited where he advised  several  of  India’s  unicorns  like Oyo, Swiggy, Snapdeal, Zetwerk, Magicpin, Rebel Foods and Chaayos.