Mumbai: Royal Enfield (RE) has announced the appointment of Mohit Dhar Jayal as its chief brand officer.

In this role, he will lead 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, said the statement.

He will be responsible for creating and executing RE’s brand strategy and building a distinct, unique, and aspirational global brand. Moreover, he will be spearheading partnerships and collaborations with a diverse stakeholder universe, while curating unique experiences for the customers, it added.

Mohit has been associated with Royal Enfield in the past as well and played a key role in designing the blueprint for the company’s modern brand identity as an external partner between 2004 and 2014.

"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," stated Eicher Motors Ltd managing director Siddhartha Lal. "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."

Mohit is an advertising professional who has created some of the most recognisable campaigns for category-leading brands over the past two decades including campaigns for IndiGo’s branding and passenger experience, global campaigns for Incredible India, a series of highly successful recruitment campaigns for the Indian Air Force, and most recently, the global ‘Make in India’ campaign.

He has now joined RE from his entrepreneurial venture Motherland JV Pvt Ltd wherein he advised several of India’s current and emerging unicorns including Oyo, Swiggy, Snapdeal, Zetwerk, Magicpin, Rebel Foods, and Chaayos.