MxMIndia

Tag: Bajaj Auto Ltd

  • The campaign has been created by Ogilvy

    Bajaj Pulsar N160 ad in two parts

    By Our Staff

     

    Bajaj Pulsar new ad asks viewers to ‘scan’ an embedded QR code to land on a second film – unlocking another level of an action sequence. It has been created by Ogilvy.

     

    Said Narayan Sundararaman, Head of Marketing, Bajaj Auto Ltd:  “Brand Pulsar is all about action and thrill. For its new avatar as Pulsar N160, we had to deliver a communication package that would talk about the category-first feature of Dual Channel ABS. In this cluttered media environment, we thought our best chance would be to involve the viewer and nudge them towards a thrilling film… do they want to watch an ‘uncensored’ ad of eye-popping motorcycling action? It’s great to see that the answer is a resounding yes!”

     

    Added Sukesh Nayak, Chief Creative Officer, Ogilvy India: “Pulsar is the most thrilling motorcycle on the road, so we took its communication a notch higher on the thrill. How? We got their attention twice! We made an ad in an ad. First, we made a Censored Pulsar ad for TV and released it with a QR code. The film invites the die-hard Pulsar fans to scan and view the most thrilling ‘Uncensored Pulsar ad’ ever. The Uncensored Pulsar QR code will make not just the TV ad but every ad thrilling, newspaper, outdoor, and even posters. Let the thrill take over.”

     

  • To elevate its corporate and brand reputation

    Bajaj Auto rides to Pitchfork Partners from Ketchum Sampark

    By Our Staff

     

    In what is a significant move in the world of communications, Bajaj Auto, the motorcycles and three-wheeler company, has assigned the mandate for handling its communication initiatives to Pitchfork Partners. The appointment is significant as the account has been with Ketchum Sampark with years. There have been rumours of the account moving nearly around the same time that it was known that former CEO and promoter NS Rajan was exiting the agency.

     

    Speaking about the appointment, Narayan Sundararaman, Head of Marketing, Bajaj Auto Ltd, said: “The market for two- and three-wheelers is changing and so is the communication landscape. Pitchfork Partners’ strong credentials clearly indicate their expertise in this changing landscape, and we are pleased to join hands with them. We are positive that Pitchfork’s expertise will play a key role in the success of our communication goals. We see a huge opportunity for the company and Pitchfork has the best credentials to support us in the coming years.”

     

    Added Jaideep Shergill, Co-Founder, Pitchfork Partners: ‘’We are delighted to partner with India’s largest two-wheeler exporter. Bajaj Auto plays a pivotal role in the automobile sector and has a strong presence across the globe. The company is truly ‘The World’s Favourite Indian’, and we understand its ethos. It is a great opportunity to join hands with Bajaj Auto and work towards building the vision through strategic and insights-driven communication.”

     

  • The campaign idea takes on the daily grind, the routine of life, and how one gets lost in doing the right things

    #RideToReboot, affirms Mullen Lintas in new campaign for Bajaj Avenger

    By A Correspondent

     

    Riding the wave of successful campaigns for Bajaj Avenger, Mullen Lintas Mumbai has conceived a new campaign for the brand. The campaign idea takes on the daily grind, the routine of life, and how one gets lost in doing the right things.

     

    Commenting on the idea, Narayan Sundararaman – Vice President (Marketing) – Motorcycles, Bajaj Auto Ltd. said: “Avenger is a differentiated bike in its category with a unique Cruiser form. The relaxed riding position, impressive performance and iconic cruiser design have made Avenger a preferred choice of the working young professionals. Liberation is the core proposition for Avenger. Our interactions with customers have consistently revealed their love for the easy riding stance and handle-bar position of Avenger. With this film, we wanted to reinforce this liberation proposition and unshackle and awaken the lost rider.”

     

    The creatives behind the campaign, Azazul Haque and Garima Khandelwal – Chief Creative Officers at Mullen Lintas, commented: “Bajaj Avenger wanted to rekindle love for riding in bikers by making them realise that they are caught in the rut of life. Because they have chosen the right life. Sometimes we lose a little bit of ourselves doing all the right things in life. And what better way to reboot yourself than by getting on the saddle of the Avenger. We thought of a simple creative idea of bikers holding various things of daily chores like they hold the handle bar of an Avenger! Making them realize that they are born to ride and they shouldn’t become a slave to daily routine.”

     

     

  • New identity reflects breathtaking transition of brand Bajaj from being a domestic scooter maker to a global motorcycle powerhouse in only 17 years

    Bajaj Auto unveils new brand identity

    By A Correspondent

     

    Bajaj Auto Ltd has released its new identity as ‘The World’s Favourite Indian’ to announce its transition from a domestic scooter maker to a global motorcycle major in only 17 years. The brand TVC has been created by Leo Burnett.

     

    Said Rajiv Bajaj, Managing Director: “Our international performance is validation of our strategy of focus and differentiation. Our unwavering commitment towards building the best motorcycles in the world through design, technology, quality and customer satisfaction have made us a truly global brand. Bajaj brand is not only The World’s Favourite Indian, but also perhaps the most illustrious ambassador for Make in India initiative of the Indian government.”

     

     

  • The campaign questions the ardent followers of traditional big bikes

    Dominar 400 challenges the elephants again in latest campaign

    By A Correspondent

     

    Bajaj Auto’s Dominar 400 has unveiled a new campaign that questions ardent followers of traditional big bikes about their choice by highlighting shortcomings and encourage them to move on to modern-day motorcycling.

     

    Said Sukesh Nayak, Chief Creative Officer, Ogilvy West (India): “The ‘Haathi mat Palo’ campaign started a new conversation amidst the biking community. A conversation that put technology before tradition. The sequel of this campaign takes the story further. Each story is based on a true insight. Told in a most memorable manner, these stories will provoke the riders to rethink what will they choose to ride when they go touring.”

     

    Added Sumeet Narang, VP Marketing Bajaj Auto Ltd: “Long distance and leisure touring has been devoid of modern motorcycling technology and performance in our country.  By offering size as well as superlative performance, Dominar attempts to redefine and raise the biking standards in the country. While our first campaign provoked riders to answer a question – what’s size without performance? this follow-up campaign further establishes what are the essentials of new age long distance touring. Each film taps on a pain point faced by the riders on traditional big bikes and how Dominar with its hyper-agility, control, performance and technology, makes it a perfect hyper-riding machine.”

     

     

  • Bajaj decided to position it differently from the existing classifications of commuter, sports, adventure and cruiser

    Ogilvy Mumbai executes a dominant campaign for Bajaj Dominar 400

    By A Correspondent

     

    A challenger brand wishing to take on a behemoth is not something new in communication.The recent Dominar 400 from Bajaj is doing exactly the same.

     

    Said Sumeet Narang, VP Marketing Bajaj Auto Ltd: “Long distance and leisure touring does not have to be devoid of modern motorcycling technology and performance. Dominar 400 identifies this glaring need gap and offers an athletic option which takes touring to a new level, not experienced by most riders in India. The brand task is to establish this form positioning and provoke answer to a question – what’s size without performance?”

     

    Added Sukesh Nayak, CCO, Ogilvy West (India): “‘Hathi Mat Palo’ is a phrase we often use to define being stuck with something that is dated and heavy on the pocket. Our big idea is based around this thought. We used the phrase to create a powerful execution that is designed to provoke the big motorcycle riders stuck with dated technology.”

     

    Other than a TV, the campaign consists of outdoor, and digital initiatives.

     

  • The film, conceptualised by Mullen Lintas Mumbai, highlights the underlying message that it seeks to convey: #RideDontHide

    Bajaj Avenger urges fans to ride and acknowledge true wealth

    By A Correspondent

     

    Bajaj Auto has unveiled a new campaign that urges Indians to discover true wealth (and not just the materialistic stuff that has come to the fore post-demonetisation). Commenting on the need for the film, Sumeet Narang, VP Marketing, Bajaj Auto Ltd said: “We, as a brand, understand Avenger riders really enjoy and cherish riding and value experiencing outdoors. They seek treasure on either mountain tops or some sunny beaches. When demonetisation took the country by storm, we saw the subject of wealth accumulation from the riders’ perspective.”

     

    The film, conceptualised by Mullen Lintas Mumbai, highlights the underlying message that it seeks to convey, namely #RideDontHide. It begins with a statement on the immense wealth that the protagonist, or rather the rider, possesses as he makes his way across amazing trails in the country. Agreeing that his wealth is stashed away across many places, he makes his way to those locations much to the curiosity of the viewers. He eventually leads viewers to the natural wealth that’s abundantly available like the greenery, blue waters, bright yellow leaves, white snow etc. He eventually confesses that he is indeed wealthy beyond measure but none of it is black. Thus every ride that one embarks on makes him richer; richer by newer experiences.

     

    Commenting on the film, Ayyappan Raj, EVP-Mullen Lintas Mumbai said, “Bajaj Avenger has been engaging on social media with topical messaging for almost a year now – from IPL to Social Media Day to Brotherhood Day. And it has worked quite well for the brand. This time, there’s a POV that’s very true to the biker’s attitude/outlook and sincere to the brand belief. How does the Avenger rider look at wealth is the perspective that we’ve brought out in the current context. It’s already got a good response and has received positive comments & feedback.”

     

    Highlighting the creative thought process behind the campaign, Shriram Iyer, NCD, Mullen Lintas said, “A rider’s wealth is the experiences he collects while riding. Riding brings us closer to the wealth of nature. The current conversation about black money allowed us a powerful context to make this point. Acknowledging the beauty of the world around us will.”

     

     

     

    About Mullen Lintas:

    Launched on August 1, 2015, Mullen Lintas is the new creative agency offering from MullenLowe Lintas Group.It is headquartered in Mumbai with presence in key cities of Bangalore & New Delhi. The agency understands that a great brand needs a great narrative that flows seamlessly through screens, experiences, shopping environments and conversations. Mullen Lintas is born ahead of the curve and intends to remain a mashup of the enduring and the emerging. It intends to partner brands whose reality or ambitions are driven by a passionate pursuit of leadership.

     

    MullenLowe Lintas Groupis one of the largest country operations of the MullenLowe Group (part of the Interpublic Group of Companies (NYSE: IPG). It has operating divisions in advertising (Lowe Lintas, Mullen Lintas), design (dCell), PR (GolinOpinion), brand consulting (LinConsult), experiential marketing & activation (LinEngage),video content (LinProductions), digital marketing (LinTeractive) that manage 300+ clients. With a talent pool of over 900 people across 7 cities in India, MullenLowe Lintas Group currently manages more brands amongst the Top 10, Top 20, Top 50 and Top 100 of AC Nielsen-Brand Equity’s India’s Most Trusted Brands (2013 and 2014), than any other agency in India. MullenLowe Lintas Group was also ranked the No. 1 creative agency in the world in effectiveness by the World Advertising and Research Council’s report, WARC 100 for two consecutive years (2015-2016). Recently, the group was declared the Effie Agency of the Year for 2015 in India & also the APAC Effie Agency of the Year 2016.

     

    To know more about MullenLowe Lintas Group, visit us at www.mullenlowelintas.in or follow us on Twitter, Facebook, LinkedIn or YouTube

     

    For further information, please contact: 

    GolinOpinion                                                  MullenLowe Lintas Group

    Aparna Mehrotra                                          Johnson Napier

    +91 9969623947                                            +91 9892981600

    aparna.mehrotra@golinopinion.in             johnson.napier@mullenlowelintas.in

     

  • A unique endeavour to relive the day-to-day events of the war as they unfolded between December 3 to 16, 45 years back

    Bajaj V commemorates 45th anniversary of 1971 Indo-Pak war with new campaign

    By A Correspondent

     

    Bajaj V continues to share the stories of the invincible INS Vikrant and this time it is with ‘Mission Vikrant 1971: Indo Pak War Diaries’, an initiative that commemorates the 45th anniversary of the war through detailed day-by-day accounts. Every day, for the 14-day war period from December 3 to 16, Bajaj V is presenting an update of the events of that day on the warfront. Along with the key events of each day, Bajaj V will also release a new first-hand account of the war as narrated by the brave naval soldiers who served aboard the INS Vikrant during this period.

     

    The website will host the timeline of events and stories beginning December 3. Each day, the website will be updated with events and stories from the same day exactly 45 years ago. Naval veterans such as Vice Admiral S K K Krishnan, Rear Admiral Ramsagar, Rear Admiral S K Gupta, Rear Admiral MediomaBhada, Lt Narula, Lt. Cdr. Avatar Singh, as well as families of Late Vice Admiral Swaraj Prakash & Late Admiral S M Nanda among others have contributed these stories.

     

    Commenting on the initiative,Sumeet Narang, VP, Marketing (Motorcycles), Bajaj Auto Ltd said: “The 1971 war was a momentous occasion in Indian military and political history. Bajaj V, the bike that contains the metal of the invincible INS Vikrant, salutes the brave-hearts who put their lives on the line to serve the country. We feel their stories of valour should be told… This initiative also has a unique personal touch, as these are not just historical facts, but real stories as experienced by those who fought in the war on board the INS Vikrant.”

     

  • For the record, Ogilvy India already manages the Pulsar and Platina brands

    Ogilvy wins integrated creative mandate for Dominar 400

    By A Correspondent

     

    After a rigorous pitch process lasting more than two months, Ogilvy India has won the business of Bajaj Auto’s Dominar. The size of the account is not yet known but the bike’s launch is expected to be accompanied with an aggressive marketing activity. Ogilvy already manages Bajaj’s Pulsar and Platina brands.

     

    Commenting on the development, Sumeet Narang, VP Marketing, Bajaj Auto Ltd said: “Dominar has been one of the most awaited launches. It will be the biggest and most technologically advanced bike from our stable and we expect it to take motorcycling in India to a next new level. We therefore wanted a concept that was unusual yet something that bikers could connect well with. We found the idea presented by Ogilvy meeting that expectation and having sufficient play for future build ups.”

     

    Added Abhik Santara, EVP,Ogilvy Mumbai: “This win is really special. It is about creating a whole new world of biking, something which we had done for Pulsar many moons back.   Sumeet gave us a very clear brief on this and the chances of misinterpreting it were practically zero, which made the pitch process even more difficult. Our strategy and creative had to be sharp like a razor to stand out. We are proud that we had both, and more importantly, a client who spotted it in one shot. The Ogilvy team working on Bajaj across planning, servicing and creative (quite a few of them are avid bikers) had the most satisfying time working on this pitch and are now fully gearing up to manage the launch.”

     

    Said Sukesh Nayak, ECD, Ogilvy Mumbai, who believes that this was one of the sharpest and yet toughest briefs to crack: “We knew the feeling it is needed to evoke with the rider and yet find a cut which is never done in the biking world. But once we had cracked the idea, we knew it. There was no looking back from there and it is one of those rare cases where the pitch campaign is being produced for the final launch. Fingers crossed, this will surely make bikers take note.”

     

  • Conceptualised and executed by Mullen Lintas, the film has been unveiled only on the online medium

    Bajaj Avenger celebrates ‘Brotherhood Day’

    By A Correspondent

     

    Not many know that  ‘Brotherhood Day’ is observed on September 11. For brands, this has been a distant proposition where nothing significant has been attempted to connect with their consumers. But this Brotherhood Day, Bajaj Auto took the lead with its cruiser brand, Avenger to connect with popular bike brand, Royal Enfield, in its category in a unique way.

     

    Conceptualised and executed by Mullen Lintas, the film has been unveiled only on the online medium. It captures the common thought of riding shared between the two brands who are both iconic in their own respective ways. As such, brotherhood as a concept is inherent to the road, the rider and his machine. The insight is especially true for brands that put these machines out on the road. What better occasion than Brotherhood Day to talk about the thought, through a film that is pitched right in order to resonate with both, Bajaj Avenger and also with the whole riding community.

     

    Sharing his views on the unique nature of the idea, Sumeet Narang, Vice President – Marketing, Bajaj Auto Ltd. said, “There is a natural tendency for bikers to connect and bond during their rides. And that connections cuts across language, culture, region, brands and bikes. The core belief of Avenger is ‘liberation’ and that one should never be trapped by any man made boundaries. This ‘Brotherhood Day’ film also encompasses the same thought subtly and manifests the joy of riding as one.”

     

    Highlighting the unique aspect of the digital film, Ayyappan Raj, EVP – Mullen Lintas Mumbai said, “The best part of creating work for Avenger is the fact that there is a very clear brand brief and from there we keep looking for and finding new, interesting ways to engage with our audience. Wishing Royal Enfield Brotherhood Day is one of them. The insight was at the core of how riders feel clannish to the brands they belong to. On eve of Brotherhood Day, Avenger being a most sought after bike for long rides, it called out to all bikers to ride and celebrate the bikers’ brotherhood day. Between the Avenger brand team and Mullen Lintas team there’s a lot of co-creation that’s happening and there’s a lot more to come.”

     

    The film traverses the journey undertaken by two riders on their favourite riding machine. Whether life offers a rough or smooth ride or puts one through circumstances that are not pleasant, it is the innate bond of brotherhood that keeps them going to achieve more in life. The film communicates this thought in a very candid manner.

     

    The film was tweeted with a greeting by Bajaj Avenger to Royal Enfield and simultaneously unveiled on Bajaj Avenger’s Facebook page and YouTube channel and will be promoted across other social assets as well. Since being unveiled, the film has received over 700k views in 24 hrs. Viewers have started tagging their RE/Avenger friends on FB and are also sharing pictures of the two bikes together and going for a ride too.

  • Releases video encouraging individuals to connect with themselves

    Bajaj Avenger unveils campaign to observe Social Media Day

    By A Correspondent

     

    Bajaj Auto’s Avenger is celebrating Social Media day with a thought-provoking video campaign. Bajaj Avenger which is positioned on the idea of ‘liberation’ has come up with a film that underlines the downsides of over exposure to social media, encouraging people to connect with themselves.

     

    The current generation of millennials have started leading a life that is dominate by the digital world. Twitter, Facebook, YouTube, Google+ and LinkedIn have become an integral part of our life and our way of connecting and interacting with the world. The flip side of over exposure to digital and social media prevents people from spending time with themselves and their loved ones. The more connected we are connect on social media, the more detached we are to the real world and all that nature has to offer.

     

    Commenting on the film, Sumeet Narang, Vice President, Marketing Bajaj Auto Ltd said “Avenger, as a brand is all about liberation. So in today’s context, we looked at what’s that one thing that seems to be holding us back. Social media is constantly coming up with newer ways to connect, giving people the means to reach out, keeping them up to date. The flipside being, it seems to be tying us down to such an extent that we are losing ourselves to it. So 30th June was the opportune moment to get the Brand Avenger to call for action, urging people to free themselves, a value that the brand stands for. The idea for our campaign is to encourage and empower people to connect with what matters the most.”