The Campaign

BAJAJ V – THE NATION’S BIKE. A BIKE FORGED WITH THE PRIDE OF THE NATION. We could not let such a historic figure fade into oblivion. We wanted her legend to live on. We wanted to bring back Vikrant’s lost pride, and with that the nation’s. We partnered with Bajaj Motorcycles, bought the legendary metal, melted it, moulded it and created – for the first time ever – a motorcycle infused with the metal of a historic warship. A bike made with the spirit of Vikrant, for the spirit of India. An opportunity for millions to be a direct part of the legend’s rebirth. To own a piece of history.

Creative Execution

A 10-DAY PROMOTIONAL CAMPAIGN DESIGNED AROUND AN IMPORTANT DAY IN INDIA – 26TH JANUARY 2016, THE REPUBLIC DAY. Pre-Republic Day: Created opinion pieces around the dismantling of Vikrant to catalyze conversations about the legend. Republic Day: Aired an evocative & patriotic Teaser Film on YouTube that focused on Vikrant’s story and our role in restoring her. With acclaimed Oscar Award winning music director A R Rahman’s rendition of India’s national song “Maa Tujhe Salaam” (“I salute you, mother”) as its soundtrack. Post-Republic Day: Aired a Product Reveal film on YouTube that showcased the product in all its glory, and opened up the booking counters online and offline.

Describe the success of the promotion with both client and consumer including some quantifiable results

First and foremost, Vikrant was born again – not just physically, but in the minds and hearts of the nation. The teaser film triggered a series of activities, online and offline. The entire nation stood up to applaud the effort and honour the legend in her new form, with #BajajV trending higher than #RepublicDay itself. And Online & National Media couldn’t stop talking about us! 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. 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 in just one month!

Explain why the method of promotion was most relevant to the product or service

An idea got an entire nation together and created a brand worth 0.5 billion USD in annual turnover, giving an industry that sees around 25 new launches every year – most of which fail to take off – a bold, new direction.

ONLY A BRAND SEEN AS THE TRUE SON OF INDIA –SUCH AS BAJAJ MOTORCYCLES –CAN REINSTATE THE NATION’S LOST PRIDE. While we wanted Vikrant’s rebirth to salvage our collective pride, we knew only a brand that is truly Indian by heart could make this happen. Being India’s first homegrown motorcycle brand, Bajaj Motorcycles is one of the most trusted, reputed and respected brands in the country. For over half a century now, Bajaj is renowned for making products that reflect the nation’s existing needs. From offering India its first indigenous two-wheeler in the 1960’s to its first indigenous sports bike in the 2000’s – products from Bajaj that have become a part of our national fabric. No other brand that has been a truer reflection of India than Bajaj. We strongly believed that Bajaj was perfectly suited to honor Vikrant. In the manner they know best – making motorcycles.