Shilpa grew up in humble beginnings. That, however, did not deter her from her passion of exploring the world – on a motorcycle. Shilpa Balakrishnan is today, one of the country’s most popular woman bikers, who demands much respect for having carved her own destiny.
Despite her humble background and facing a lot of difficulties and challenges, she was always determined to not follow others footsteps but create her own instead. Shilpa’s life has always been about exploring the world, not through regular tours, but through 360 holistic experiences. The adventurous biker has set about on a journey spanning 55,000 kilometres, across 29 states in India, for 4 months starting September 11, and is presently somewhere in the North eastern side of India.
She embodies passion in the truest sense, thus making her doubly suited to be the face of ‘TRIP360’, a 360 experience of India on a motorcycle.
One of the oldest travel companies in the world, Cox & Kings India is looking to bring out the explorer in avid travellers, via Trip360 – a brand for adventure lovers where they can choose from a wide range of Indian and International adventure trips, from Everest Base Camp treks to motor-biking trips across coastal Australia. So, who better than Shilpa to show fellow travel buffs the many ways you can explore your own country.
“We want to establish the fact that there are so many ways you can explore your own country and the world at large. Through #Trip360 we intend to bring out the explorer in each and everyone and enable people to travel and gain a 360 degree experience for themselves. And we intend to be the enabler,” Rohan Prakash – Senior General Manager, Cox & Kings India said.
“Shilpa has been a motorcyclist all her life but above all, she embodies passion in the truest sense. Shilpa’s life has always been about exploring the world, giving herself a 360 holistic experience and sharing this with the world. And above all, to be a woman and do this, is exemplary. This ride is something which epitomizes all those qualities which are close to our brand – Equality, 360 Experience, Active lifestyle,” Rohan summed up on why Shilpa was the perfect brand fit for Trip360.
“This ride is something which epitomizes all those qualities which are close to our brand – Equality, 360 Experience, Active lifestyle”
Cox & Kings’s is providing Shilpa with support on ground across various cities along her trip, it is also leveraging on existing motorcycle networks. Ever since flagging off Shilpa on her epic journey, Cox & Kings India has been documenting her travel adventures and bringing it alive in the form of visuals, gifs and videos, a lot of which is being created by the biker herself in ‘Shilpa’s Bikerlogue’.
The travel brand has resorted to social media for promoting her trip, with Cox & Kings’s Facebook account as the primary mode of communication. Her trip was launched using Facebook Live and, despite it being a Sunday 8AM, the video garnered over 1,000 cumulative views.
Besides, motorcycle groups on Facebook have been leveraged to spread news of her journey, create hype, invite bikers to meet her while she is in their city and so on.
“We have created animations of her route giving fans an idea about the extent of her journey. We also ran activations on social media inviting people to join her as she rides through various states,” Rohan shared about the content strategy implemented for social media.
Shilpa, on the other hand, is keeping her social channels active through stories and pictures of her travels.
The brand is using these stories to create infographics, albums, gifs, animations, etc to keep her ride fresh on social media. Blog stories of her ride are also in the pipeline.
In a country with rising numbers of young people and their ambitious travel plans, it becomes imperative for a travel brand to cater to this new and demanding consumer segment looking for adventure. So, what’s the trip ahead like for ‘TRIP360’?
“Our aim is to encourage people to make outdoors a part of their regular life. Explore the unknown and set new boundaries and break them and then set another one and break them again. Live life to the fullest. Shilpa’s ride will be a good platform to talk about adventure as a viable alternative for travellers who are exhausted of the ‘me too’ options available in the market today.” We cannot agree more.
For a travel brand, Cox & Kings India is truly leveraging the influence of an adventurous biker on social media, and while at it riding on a path of success armed with rich, contextual, influencer-generated content for TRIP360. A staple in these competitive times to reach out and engage with the adventure seeking traveller.