The Campaign

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.

Execution

Finding the Invincibles- We researched and found out citizens that were single handedly fighting against road related problems of India. We then shortlisted 3 individuals to kick-start the project - “Ambulance Dada” or “Ambulance Brother”, who runs a self-initiated ambulance on two wheels service for the reprieved in remote areas after the death of his mother; “Pothole Man”, who fills potholes with his bare hands to prevent road accidents after the death of his son; and “Fire Man”, a volunteer fire fighter. Repurposing the Bajaj 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. Creative Work 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.

Tier 2: 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 that are inaccessible to traditional ambulances. Many citizens too adopted these designs and made their own customised bikes, thus saving countless lives. Tier 1: 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 honour – the Padma Shri – to two of our Invincible Indians.

The Situation

Through this project, Bajaj Auto took on the nation’s ever-increasing road related problems. And redesigned motorbikes to empower those who were single-handedly tackling these issues. The special bikes through free media coverage generated conversations across the nation about these problems. Many Indian states and citizens adopted the designs of these bikes and helped patients living in the areas that are inaccessible to traditional ambulances. The campaign generated 140 million impressions on social media and the docu-series featuring these bikes got over 15 million views. Bajaj was appreciated for its efforts and its reputation was strengthened even further.

The Strategy

The campaign was targeted at the masses. People for whom motorcycles were a commuting necessity. They are the ones who are the most cognisant of the struggles of daily commutes. Some amongst these have a deep rooted sense of serving the community. We identified such ‘everyday heroes’- Individuals who were fighting against all odds to solve India's road related problems. We collaborated with designers to empower these individuals. This, by redesigning Bajaj V into very specific purpose built motorcycles, such as a Bike Ambulance, a Fire engine on two wheels, and a Bike Pothole leveller. Road related problems and mishaps due to them have always been in the news from past 2-3 years. So we knew that solutions to these grave problems will surely get lot of attention and free media coverage, and that's exactly what happened. The entire nation was talking about these invincible heroes and their special bikes.