PowerDrift on Pole Position
Mumbai: PowerDrift, a car and motorcycle review+ entertainment show that was founded by Rohan Albal, Amit Shetty and team in 2012, has become India’s most loved online auto show, surpassing incumbents Autocar India, Zigwheels, Overdrive and others with 450,000 (Four Lac Fifty Thousand) Subscribers and over 10 Crore lifetime views. PowerDrift has managed to achieve this in the shortest time span and with almost half the number of videos as compared to the other publishers. With this milestone, PowerDrift has sealed their spot in the Top 50 automotive channels in the world.
With the young audiences moving online the new metrics of popularity are followers, average views per video and engagement rates. Which is where, the Global leader in online video metrics, Tubular Labs, pegs PowerDrift to be the highest in not just terms of views per video but also with a true engagement score of 2.3x which is about 400% higher than most of their competition.
This engaged widespread group of fans & followers popularly call themselves as the “PDArmy”. They not only appreciate the core technical reviews but also relish the sheer variety of entertaining content in a genre that was otherwise perceived to be mundane automotive. PowerDrift’s fiction based ‘Blockbuster’ or tent-pole content has doubled up as viral digital content for automotive brands like Audi, Ducati, Volkswagen, Suzuki amongst others. PowerDrift also uses this content expertise to create impactful, influencer-led branded content for various automotive related brands.
Recently, PowerDrift has also launched a couple of new show formats, one being the Travel Stories which covers some interesting locations and the other called “Game of Performance” With Game of Performance, PowerDrift has pushed its content capabilities higher dishing out some iconic cars and motorcycles. This series is partly produced with Dell’s, high-end performance gamer focused iconic laptops, Alienware. It connects the brands superlative processing and performance features with some special capable high-end cars and motorcycles.
Bringing their online clout to the real world, PowerDrift has also partnered with Harley-Davidson to run their global motorcycle safety program called as Passport To Freedom across 26 cities in India.
Team PowerDrift consists of professional racers, automotive enthusiasts along with incredible filmmakers including film directors, cinematographers and video editors who together create clutter breaking content that has propelled the company into the top 50 acclaimed sources of automotive information. This positioning has helped them pull off coups like being the only Asian automotive team to get access to the limited edition Rs. 1.2 crore priced, Ducati 1299 Superleggera at Mugello, Italy and witnessing Mahindra’s maiden Formula E victory first hand in Berlin.
Speaking on the occasion Founder & CEO, Rohan Albal said “PowerDrift was started with a vision to bring forward the best content in the automobile sector and reach out to a wide audience. I am glad that we could achieve this feat in such a splendid way. The 10 crore views till now is a major boost for us and we look forward to keeping the flag flying high. I would like to thank our partners Qyuki for supporting us in building PowerDrift into the most loved automotive show in India and more importantly for sharing our passion for cars and bikes”
Samir Bangara, Managing Director, Qyuki Digital Media said “PowerDrift have created a young clutter breaking brand in the automotive segment as evidenced in their race to 100 million views on YouTube in record time. Qyuki has been a close partner to PowerDrift for many years and we wish them greater success in the future”.