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Tag: Bajaj Discover

  • The account will be managed by the agency's Mumbai office who will be responsible for strategizing, planning and execution of the campaigns

    Mullen Lintas wins Bajaj Discover account

    By A Correspondent

     

    Leading two-wheeler brand Bajaj Auto has appointed Mullen Lintas to handle the creative duties for its motorcycle brand Discover in India. This will be the second Bajaj account win for the agency, after Bajaj Avenger, which is also part of their current client portfolio.

     

    Mullen Lintas bagged the account following a competitive multi-agency pitch that saw participation from some of the leading advertising agencies in India.

     

    Said Sumeet Narang, Vice President – Marketing, Bajaj Auto: “Discover competes in the core commuter segment of prestige 100 and 125cc bikes. The segment is very competitive and marked with different brands offering value, practicality, familiarity or prestige.  Discover differentiates itself from all other brands by promising an energised riding experience that rejuvenates life. Presenting this promise in a customer relevant and insightful communication is very critical.”

     

    Commenting on the win, Virat Tandon, CEO, Mullen Lintas said: “Discover is a very important part of the Bajaj Auto portfolio and we are absolutely thrilled to be awarded this business by client. The challenge is to rekindle the love and the following that Discover has had in the past and to grow it multi-fold. It’s going to be a fun ride.”

     

    It may be recalled that Bajaj Discover was handled by Lintas for many years in the past and Amer Jaleel, Chairman and Chief Creative Officer, Mullen Lintas had worked on the brand extensively then.

     

    Said Jaleel: “With the Discover win both of my favourite Bajaj brands (while at Lowe Lintas), that is Discover and Avenger are now back in the fold, so to speak. We have a very interesting brand promise on Bajaj Discover and we are excited by the challenge of this segment and happy to be on board with such encouraging and respectful partners as Bajaj.”

     

     

  • The new campaign titled 'Bajaj Discover Life Banaye Zing Zong' explores typical married relationships

    Bajaj Discover takes element of fun further with new TVC

    By A Correspondent

     

    With an aim to further strengthen its position in the market, Bajaj Discover has launched an integrated campaign underlining that responsibility does not mean the end of romance, joy and fun.

     

    The new campaign titled ‘Bajaj Discover Life Banaye Zing Zong’ explores typical married relationships and highlights how the spark gets lost over time. Discover, powered by its unique DTSi engine, promises to help couples across India bring the spark back and make their life Zing Zong again. Three films titled Brake, Cross Leg and Bag address three specific barriers that symbolise the missing spark. All the three films are currently on air.

     

    Apart from TV, the campaign’s media plan includes digital, press, outdoor, radio and activation.

     

    The Zing Zong Ride was launched on 8th February 2015, which is World Marriage Day, with TV stars Gurmeet and Debina in Mumbai, Shree and Shamita in Chennai and Nirupam and Manjula in Hyderabad. A call for entry using multiple mediums was initiated where participants were asked to enrol for the ride by filling in their details and explaining why they would like to be a part of the ride. Zing Zong Ride will be aired online in the form of webisodes on Bajaj Discover‟s official YouTube channel – Bajaj Discover TV.

     

    The second activation idea is aimed at giving an experience of ‘Zing Zong’ at Bajaj dealerships. It is called ‘Zing Zong World Tour’, and is designed as a virtual experience where couples get themselves clicked against famous romantic spots of the world. Personalised video clips of the virtual world tour are shared with prospective buyers, thus creating memories for them in times to come.

     

    Sumeet Narang, Senior Vice President – Marketing, Bajaj Auto, explains the thought process behind the campaign, “While most brands in the mid-two wheeler segment talk about the same old price and efficiency features, Bajaj Discover‟s new campaign showcases how the brand can deliver a higher order benefit of reviving relationships. As for the Zing Zong Ride, it is a real life demonstration of how the brand fulfils its purpose of bringing romance back in the lives of married couples.”

     

    Raj Deepak Das

    Raj Deepak Das, Chief Creative Officer, Leo Burnett, says, “Bikes have been a predominantly male driven category and most ads induce buyers to think rationally. We wanted to break free from this rationality approach and talk about how Bajaj Discover can play a vital role in their lives. The Zing Zong ride will showcase couples rekindling romance. It effectively communicates the message that no matter what, in life one must not compromise on fun, joy and romance.” He further adds, “With this campaign our aim is to achieve maximum impact by creating multiple touch points across traditional media, digital, and experiential.”

     

  • Leo Burnett has been appointed as the AOR by Bajaj Auto for the Discover business.

    Leo Burnett rides away with Bajaj Discover

    By A Correspondent

     

    Leo Burnett has been appointed as the AOR by Bajaj Auto for the Discover business.

     

    Commenting on the win, Saurabh Varma, CEO, Leo Burnett said, “It is a privilege to work with Bajaj Auto again. We are committed to using the power of HumanKind and integrated thinking to create a larger share of the future for this iconic brand.”

     

    Raj Deepak Das, CCO of Leo Burnett said, ‘Bajaj is an iconic brand and gives us an incredible opportunity to create purposeful and participative work’.

     

    The mandate will see Leo Burnett crafting communications for Bajaj Discover that spans across disciplines including ATL, digital, retail and activation. The agency had created some memorable campaigns for the brand including Bajaj Calibre – The Unshakeable when they worked with Bajaj Auto from 2001 to 2008.

     

  • With the negative approach, Bajaj shows the market leader in a poor light, and in this testosterone-charged product category, such an approach will work.

    Debrief: Bajaj Discover: From Hero to Zero

    By Anil Thakraney

     

    Looks like The Hindu’s new campaign is going to unleash an avalanche of ‘beeps’ in Indian advertising. No, not to camouflage swear words, but to trash rival brands without naming them. So, all fun and no legal tensions.

     

    The latest brand to discover the beep sound is Bajaj Discover. In their ad, they have attempted to project the rival brand (read Hero) as the one meant for those who settle for the second best, buggers who compromise in life. The TVC contains testimonials from such people. One guy says he deliberately bought a slower bike so that his boss does not get the impression that junior wants to overtake him. A young lady says she asked her hubby to buy a thakela bike because now that the chap is married, he doesn’t need to show off. ‘Chalta nahin, daudta hai’, is the message.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=gyp1QECfas4[/youtube]

    Strategically, the commercial makes sense. With the negative approach, Bajaj shows the market leader in a poor light, and in this testosterone-charged product category, such an approach will work. At the very least, it would make bike buyers give Bajaj Discover a nice try before they make up their minds on the brand of choice. Another good thing is the fresh use of the testimonial route. Usually, consumers are made to sing paeans for the advertising brand, but in this case testifiers are people who bought the rival brand.

     

    The only weak part is the treatment. The situations and the overall direction is too laidback and dheela. Surely they could have executed the whole idea with a lot of flair and excitement. The Hindu ads scored better on this parameter.

     

    Rating: (On a scale of 1 to 5): 3. Not really a ‘heroic’ effort but chalega ji!