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    High on nationalism: It's 'Chak De India' for homegrown automakers

    For many motorcycle buyers in India, the Royal Enfield Bullet’s association with the armed and police forces is as much a pull factor as its cult status.

    Synopsis

    “All brands live within an ecosystem and brands believe that if they wear nationalism on their sleeves, it rubs off on the consumer,” said Harish Bijoor, a brand strategy expert and founder of Harish Bijoor Consults.

    Mahindra & Mahindra chose this Independence Day to introduce the new-generation Thar.Tata Motors launched a digital campaign, ‘Atmanirbharta by Tata Motors', ahead of August 15, while Royal Enfield held a campaign, ‘Salute the Bravest’, on Republic Day to honour the bike display and stunt teams from the defence and security forces.Homegrown automotive brands, say marketing experts, are increasingly tapping on patriotism and their association
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    The Economic Times