The Campaign

When Biking experiences met technology, it gave birth to Trails Of India which is not just a portal available across web and mobile space but a highly personal lifestyle product proving to be a perfect 24*7 riding partner. The objective was to take biking to its long deserved space and stature in the country and create the largest peer-to-peer information exchange lifestyle platform for passionate bikers. The creative concept lead to blending technology with reality to create a personal digitally powered social hub for avid motorcyclists. - Integrating the latest technology using Google Maps, biker’s can create live maps - Mark out relevant check-ins, pit stops, refueling stations - Save and share motorcycle journeys - Explore new routes and credible information - Author personal biking stories with pictures and videos - Build their online garage to flaunt the collection of their machines - Purchase world-class riding gear& accessories

Creative Execution

We carefully constructed an integrated campaign, which captured the user journey, from excitement to platform adoption, in an environment charged and imbued spirit of motorbiking. Cornerstone of our approach: Develop a content strategy which ensures that the information crowdsourced reaches many and hence we started by mapping 200+ popular riding groups to identify the Influencers and seeded content through them to get higher WOM. Peer-to-peer invitations went out at a rapid pace as Trails Of India became known and bikers began to explore the platform.Multiple events were planned out to connect with riders on the ground and experiences were brought online which proved to be unprecedented conversation starter across different digital mediums. Many riders created Live Trails which were featured on the website for other community members to follow.Gradually and strategically the communication evolved with lifestyle based insights and content was channelized across platforms supported by vivid graphics.