When we first started working with Axor Helmets, it was evident that they made amazing helmets, had a strong offline presence, and had a lot of engaged riders. But on Instagram, it seemed like any other store page, with shiny photographs of the helmets and not much else.
We had a simple but enormous goal: to make Axor a brand that people could relate to, laugh with, and talk to. We wanted to change it from a page about items to a place where people could meet.
We grew from 39,000 admirers on Axor's Instagram to more than 100,000 in just eight months. This was possible because of innovation, community, and clever performance marketing.
First, we modified how Axor spoke. The company's products were good, but the way it talked to consumers felt far away. We created a voice that sounded like a real person. Confident, witty, and even snarky just for fun.
Every description was transformed into a conversation. The tone of each post made it seem like Axor was more than just a brand; it was their riding friend. The jokes were on purpose, the puns were humorous, and the whole thing felt unexpectedly authentic.
We adjusted our mission to make Instagram users want to view more of the things we post, like reels, memes, and cultural moments, instead of finished product catalogues.
We stopped them from scrolling, not because they saw a helmet, but because they saw themselves in the material.
Most of the time, brands merely care about making more money.
The goal was to make people who follow feel significant and like they are known. We began to share other people's postings, respond to direct messages (DMs) as if they were friends, and make jokes. Axor stood out right away because it was a “friendly brand”.
People shared stories about other people, even ones that weren't ours. We made some jokes, expressed our support, and got involved in the environment. Axor's “incongruent” content that we made online is what made people appreciate our voice.
All of a sudden, motorcyclists began tagging Axor in postings, stories, and videos. People did these things to win his attention and because he seemed like the kind of buddy everyone would want.
Axor is at rider events, expos, and product releases. We merely made these into chances to tell stories. Every event was transformed into a festival of things. Every frame, from teaser reels to creative connections, was meant to make people want to know more and be proud.
We also ran contests and campaigns with interesting topics that enticed people to join in. There were amusing interactive polls, riders designing their own helmets, and storylines led by the festival that kept people interested because they were new and different.
These things didn't simply make people aware; they also made them feel like they were a part of something. People who followed the brand felt like they were on the same path as it, not just watching it.
Organic innovation laid the groundwork, and performance marketing grew it.
We didn't think it was fair to boost posts that weren't important. Instead, we used smart pushing and postings to make posts that the community already appreciated, like successful reels, humorous carousels, and helmet launches, even more popular.
This way, every rupee spent worked twice as hard. Instead of “paid reach”, we were making “paid engagement”.
We found the appropriate mix of natural storytelling and data-driven marketing, which made us really visible on a large scale.
One of the biggest changes we made was how people saw the brand.
We stopped calling ourselves a “helmet company” and started calling ourselves an “adventure partner”. We looked at lifestyle companies like Red Bull and used their principles to make Axor a brand that stands for energy, adventure, and excitement, but safety always comes first.
The content was the same. Instead of plain product lists, there were mountain rides, community highlights, movie-like imagery, and anecdotes about the moto culture. What happened as a result? Axor became more than just a product.
This change in attitude not only made the brand more desirable but also brought in a larger group of individuals, from gear lovers to thrill-seekers.
Axor's Instagram account gained 156% more followers in just eight months, bringing the total to over 100,000+. Most of the increase came from people in the area getting involved on their own. It became one of the most talked-about helmet brands in India.
We nevertheless built a name for ourselves in more than one way. They used to only know Axor's name, but now they talk to him every day like a buddy.
It wasn't about changing how things worked; it was about getting to know people.
We made things they enjoyed and talked to them like friends, not as fans.
People don't follow brands on social media; they follow energy.
There's little doubt that being consistent, relatable, and funny can help a good business become a great one.
People are most creative when they can connect with other people, according to Scratchpad. We'd love to offer your brand's narrative a digital voice that helps it grow and connect with people.
1. Was this growth organic or paid?
Roughly 80% organic and 20% performance-driven. We used smart boosting and dark posts to amplify the right content.
2. What type of content performed best?
Relatable Reels, meme-driven carousels, and authentic rider reposts that sparked conversations.
3. How often did we post?
3-4 posts per week with consistent stories and real-time engagement, a balance between quality and frequency.
4. What was the biggest challenge?
Breaking away from the “brand” tone and getting the audience to see Axor as a friend, not a marketer.
5. What’s next for Axor?
Taking the energy global. Starting with EICMA Milan, where Axor will represent India’s spirit of innovation and adventure on an international stage.
