| Title | THE INVINCIBLE INDIANS PROJECT |
| Brand | BAJAJ AUTO |
| Product / Service | BAJAJ V |
| Category | F04. Innovation & Solution |
| Entrant | LEO BURNETT INDIA Mumbai, INDIA |
| Idea Creation | LEO BURNETT INDIA Mumbai, INDIA |
| Name | Company | Position |
|---|---|---|
| Saurabh Varma | Publicis Communications | Chief Executive Officer |
| Rajdeepak Das | Leo Burnett | Chief Creative Officer & Managing Director |
| Dheeraj Sinha | Leo Burnett | Chief Strategy Officer & Managing Director |
| Sumeet Narang | Bajaj Auto | Vice President Marketing |
| Narayan Sundararaman | Bajaj Auto | Vice President |
| Soumya Das | Bajaj Auto | Deputy General Manager Marketing |
| Sanju Menon | Leo Burnett | Vice President |
| Rajiv Wadhwa | Leo Burnett | Vice President |
| Prajato Guha | Leo Burnett | Executive Creative Director |
| Sachin Kamble | Leo Burnett | Executive Creative Director |
| Vikrant Yadav | Leo Burnett | Senior Creative Director |
| Kevin Lobo | Leo Burnett | Senior Creative Director |
| Vivek Unnikrishnan | Leo Burnett | Copywriter |
| Deepak Jage | Leo Burnett | Art Director |
| Vikrant Wadkar | Leo Burnett | Art Director |
| Piyush Jaiswal | Leo Burnett | Copywriter |
| Anuj Abraham | Leo Burnett | Brand Services Associate |
| Dileep Dharampuri | Leo Burnett | Editor |
| Vandana Watsa | Prodigious Films | Executive Producer |
| Anup Das | Prodigious Films | Producer |
| Vikrant Yadav | Prodigious Films | Director |
| Kevin Lobo | Prodigious Films | Director |
| Soumendra Padhi | Prodigious Films | Director |
| Siddharth Sengupta | Prodigious Films | Director |
A few citizens were fighting against all odds to solve these serious road-related problems but it required much more than just individual efforts. So to empower these individuals we redesigned Bajaj motorbikes into special units custom made to tackle road problems. Thus, the Invincible Indians Project was born.
As part of the Invincible Indians Project, we researched the road-related problems of India and found out those that we thought could be addressed using our design and auto expertise. We also shortlisted individuals who were fighting against all odds to solve these problems. Repurposing the motorbikes- Working with a team of product designers and engineers we re-purposed the Bajaj V into India’s first ambulance on two wheels, a fire engine on two wheels and a mobile pothole leveller. The redesigned bikes were built after thorough study of these unique problems and also kept simple in terms of technology and design. This was done to make sure that these designs can be easily adopted by even ordinary citizens. Campaign- A short-form docu-series shone the spotlight on these unsung heroes and the customised bikes and inspired government bodies and even ordinary citizens to make their own special bikes.
Indians states of Andhra Pradesh, Telangana, Maharashtra, Himachal Pradesh and many more adopted the designs of the bike ambulance to help patients residing in areas inaccessible to traditional ambulances. Many citizens too adopted these designs and made their own customized bikes, thus saving countless lives. Word of the Invincible Indians Project spread throughout the nation – generating 140 million impressions and the docu-series featuring these invincible heroes and their special bikes was seen over 15 million times. Even reaching the ears of the President of India, who conferred one of India’s highest civilian honor – the Padma Shri – to two of our Invincible Indians. The Invincible Indians Project not just saved countless lives but also brought the serious issue of road-related problems of India back to the forefront.