How do you promote an American cultural icon to foreign market? With the country’s own brand of an American rock tour of course.

That seems to be the latest marketing direction from Harley-Davidson in bringing is legendary HOG brand to India. Calling the idea ‘Harley Rock Riders’ the Milwaukee motorcycle manufacturer is launching its ‘unique music property’ as an annual music platform which will ‘bring together motorcycling and music’.

"The Harley-Davidson culture is as much about its unique style as the motorcycles themselves,” India’s Director of Marketing of Harley-Davidson Sanjay Tripathi said speaking at the launch, “Self-expression is what Harley is all about and that is what connects us with rock music, and we are proud to announce our annual rock music property Harley Rock Riders."

In its first year, Harley Rock Riders will cruise on a five-city tour featuring Split with guest performances from Them Clones, Thermal and a Quarter, Menwhopause, Native Tongue and Indus Creed.

"We are delighted to provide such a unique platform for Split, a young and budding rock band to showcase their abundant talent,” Tripathi continued, “Additionally, Indus Creed's re-launch through this property stands witness to the experience, passion and dedication that Harley-Davidson has to rock music."