Thar, Jimny, Royal Enfield turn owners into marketing engine via subcultures, UGC
Indian auto brands are shifting spend from celebrity ads to owner-led communities. Thar Fest drew 30,000 attendees; 500-km Spiti convoys, Ather meet-ups and Bullet rides anchor a customisation-driven loyalty playbook that outperforms traditional Rs 25 crore campaign formats.
Feature on how Indian auto brands like Thar, Jimny, Gurkha, Royal Enfield and Ather Energy are building owner-led subcultures, leveraging community events, UGC and customisation culture as marketing engines beyond traditional advertising.