Royal Enfield Podcasts - A Story of Revival

One day, my manager handed me a creative challenge: “Our Spotify podcast is low on engagement and views—either pull the plug or come up with a strategy to revive it.”

For context, Royal Enfield had launched audio podcasts on Spotify during the pandemic to keep riders inspired with stories about the open road while they were stuck at home. The series did well during lockdowns, but once the world reopened, listenership dropped significantly as riders hit the roads again. I was certain I didn’t want to pull the plug on the project, so I immediately pivoted to a fresh strategy: video podcasting. Having no budget constraints, I swiftly shifted our focus to video podcasts on Spotify, giving the series a fresh twist. Riders could now not only listen to their icons but also see them in action. At the same time, this solved content needs for the brand’s YouTube channel—YouTube being one of the top platforms for podcast consumption, drove up the listenership and popularity again. Through this effort, Royal Enfield became the first automotive brand to launch video podcasts on Spotify.

This success became a case study for Spotify, leading me to spearhead the first-of-its-kind exclusive strategic partnership between Royal Enfield and Spotify The biggest takeaway from that experience? What works today might not work tomorrow. It’s critical to adapt, reimagine, and reinvent.