Back Off Royal Enfield Trends on X As Users Shower Criticisms for Strikes
Something blew up on X, like almost everything does, except this time it was Royal Enfield. The motorcycle brand was in the middle of a trend on the social media platform where users asked it to back off. The trend was for a few moments with 9,290 posts when last checked. It is slightly interesting as to what triggered this trend on X within India, that is Bharat. To clarify, this content is only an attempt to understand what happened.
Several users published their posts with the hashtag BackOffRoyalEnfield. It trended for a few moments and saw over 9,000 posts. Most of them underlined their dissatisfaction with the steps that the brand, or the show that it sponsors, took against a YouTuber named Rohan Cariappa.
Royal Enfield is one of the sponsors of MTV Hustle, a show that hosts competitions among Hip Hop artists. Interestingly, the trend took center stage on X a day after ShameonMTVHustle made rounds. Rohan Cariappa is a Hip Hop artist himself and is often identified as a comedian. He has more than 263k subscribers and around 42,309,632 views. Rohan has published 216 videos on his YouTube channel.
Rohan had reportedly posted a video criticizing MTV Hustle. This did not go down well with the producers of the show and they, allegedly, went on to mark 50 strikes against his channel. The matter got serious to the extent that it is said to be going off air from December 07, 2024. His fans called out the show and the sponsor, which is Royal Enfield, saying that they were unable to handle a decent criticism and hence, they got 50 strikes against Rohan’s channel. Fans even said that Rohan's contribution to the hip-hop scene in India was more than the show.
Simply put, Rohan Cariappa criticized MTV Hustle over a matter. The show allegedly responded with 50 strikes against his channel. Royal Enfield got dragged because it is a key sponsor of the show. Another reason why Royal Enfield was included in it is that fans were unhappy with the company sponsoring something that attacks a creator for merely putting out their opinion.
While Rohan published this on social media, MTV Hustle and Royal Enfield chose to remain silent about the controversy.
This has not hampered the image of the motorcycle company - evident from the fact that the shares of Eicher Motor Ltd are up by 0.50%, trading at ₹4,844.65 as the article is being drafted. This is not the first time when Royal Enfield has faced controversy in 2024.
The company, sometime in September this year, had to recall a batch of its motorcycles because their rear and side reflectors were not matching the standards. A precise number is not mentioned anywhere but reports say that all motorcycles manufactured between November 2022 and March 2023 were recalled as a precautionary measure.
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Also, Royal Enfield faced flat sales for 4 consecutive months before the festive season. This is credited to the rising competition in the segment.
Royal Enfield is now on the path to recover those losses. Sales are up since the festive season. Showrooms have reported an increase in traction, inquiries, and walk-ins in the post-festive period. Retail volume, specifically for Royal Enfield, has surged by 26%.
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