BAJAJ V - THE NATION'S BIKE

TitleBAJAJ V - THE NATION'S BIKE
BrandBAJAJ AUTO
Product / ServiceBAJAJ V
CategoryA05. Business Transformation
EntrantLEO BURNETT INDIA Mumbai, INDIA
Idea Creation LEO BURNETT INDIA Mumbai, INDIA

Credits

Name Company Position
Sumeet Narang Bajaj Auto Vice President - Marketing (Motorcycles
Soumya Das Bajaj Auto Deputy General Manager
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
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
Anuj Abraham Leo Burnett Brand Services Associate
Dileep Dharampuri Leo Burnett Editor
Rajeev Sharma Leo Burnett National Planning Head
Akshaya Karanth Leo Burnett Brand Strategy Associate
Rajesh Saathi Keroscene Films Director
Aparna Ganesh Keroscene Films Associate Director
Gauri Chikhalikar Keroscene Films DOP
Ebyug Akhil Keroscene Films Assistant Director
Harish Nambiar Keroscene Films Producer
Anikita Malhotra Gurjar Keroscene Films Executive Producer
Sanchit Balhara NA Music Director

Execution

June 2015, Bajaj bought the scrap metal of the legendary warship INS Vikrant which was ripped apart a year ago and was lying in the scrapyard. 26 January 2016, on India's Republic Day Bajaj V, the nation's bike was launched. March 2016, Bajaj V hits the road. By June 2017, Bajaj’s sector share had grown by +44%

The Campaign

Bajaj Motorcycles, a part of the pop culture with its famous tagline 'Our Bajaj', has been a purebred Indian brand for over 71 years. So Bajaj took on themselves to keep the legacy of INS Vikrant alive. Bajaj bought the scrap metal of INS Vikrant and forged it into a new brand of motorcycles - the Bajaj V. The invincible INS Vikrant was reborn as a sturdy motorcycle which millions of Indians can proudly own. And on India's 67th Republic Day, the new symbol of national prode - the Bajaj V was dedicated to the people.

Creative Execution

INS Vikrant was one of the most decorated warships in Indian history. And yet, despite a huge outcry and legal attempts to prevent it, the Indian Court ordered it be reduced to scrap. Our idea - forging a motorbike out of the scrap metal of INS Vikrant. And so the ‘Bajaj V’ was born. A bike made from and inspired by the warship Vikrant. Based on this philosophy, Bajaj working with the creative agency, developed a product whose engine sound and the shape of fuel tank were inspired by the solidity of Vikrant. Its riding stance was designed to be chest-out, inspiring pride. Bajaj V was a new way for Bajaj to operate in a category riddled with conventions. Starting with an idea of the bike, to its design to the sales process which integrated with the war veterans, it was a new approach to business marketing.

Over 18 million views across social media during the launch 0.7 million worth of free media within a week of launch 160 million media and PR impressions 11,000 bikes booked on the day of the launch Bajaj V generated $240Mn revenue in 12 months Bajaj earned $53 for every dollar spent through the campaign Bajaj’s sector share grew by +44%, in 12 months

Motorcycles are a big business in India- 76% of registered vehicles are two-wheeler. Among them 80% of all bikes sold is of the commuter category. A sector locked-down by some well-established brands. Communication in this sector was always around features which were the same in all motorcycles. Hence, new entrants struggled to make in-roads. In 6 years, of 24 launches 22 failed. Our task was to establish a new proposition capable of defeating the dominant brands. And we did it by bringing the pride proposition. And our innovative solution- Creating a bike out of the biggest symbol of national pride.

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