The Campaign

SONS OF VIKRANT – UNTOLD TALES OF AN INVINCIBLE WAR-HERO A documentary featuring the untold stories of valour first-hand from the brave officers who served on this historic war-hero.

Creative Execution

We decided to translate these inspiring stories into an evocative documentary – aptly titled “Sons of Vikrant”. An extensive 3-month project ensued. We got in touch with the most inspiring of war heroes – an ex-Chief of Naval Staff, the Lt. Commander whose bombs won us the War, and also the last Captain aboard Vikrant. Countless unscripted stories of grit, valour, heart, humour, love, respect–and of course – pride were narrated first hand by these brave officers themselves. These films were released on social media and were loved by the entire nation. To take the story to ever corner of the nation, we aired the series on national TV channels. We then tied up with cinema chains to release the documentary locally. And kicked off the film’s launch with an exclusive screening gala attended by renowned media & business celebrities with the ‘Sons of Vikrant’ as the guests of honour.

First and foremost, Vikrant was born again – not just physically, but in the minds and hearts of the nation. The film triggered a series of activities, online and offline. Online & National Media couldn’t stop talking about us! And the entire nation stood up to applaud the effort and honour the legend in her new form. We garnered 0.7 Million USD worth of free media coverage in one week. Creating a cumulative 160 million impressions, reaching out to 32 million, overall. The film also amassed a social sentiment score of 96% Most importantly, V sold 11,000 bikes on the first day of launch itself! And now has a 3-month waiting period, with Bajaj upping their production capacity from 20,000 to 50,000 units monthly – making it a brand worth $0.5 billion in annual turnover within a month!

At a time when the pride of India was hurt, a new brand of motorcycles offered a nation of millions an opportunity to rekindle and celebrate the Indian pride, via a short, inspiring and heartfelt documentary film.

BRINGING PRIDE TO EVERY INDIAN BY MAKING WAR VETERANS THE HEROES AND CINEMA THE MEDIUM OF DELIVERY. We wanted every Indian to relive the pride of INS Vikrant in the form of Bajaj V. And believed, no other voice can emote the story better than those who’ve lived the story. We partnered with several War Veterans who fought the 1971 Indo-Pak War and other officers who served aboard – and shared our idea to restore the pride of Vikrant. Not only did our idea enthuse them, they shared with us inspiring and heartwarming untold stories of Vikrant - stories that were ideal to driving our narrative of “forged with collective pride”.