THE INVINCIBLE INDIANS PROJECT

TitleTHE INVINCIBLE INDIANS PROJECT
BrandBAJAJ AUTO
Product / ServiceBAJAJ V
CategoryA12. Corporate Social Responsibility (CSR) / Corporate Image
EntrantLEO BURNETT INDIA Mumbai, INDIA
Idea Creation LEO BURNETT INDIA Mumbai, INDIA

Credits

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

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.

The Brief

Production cost – USD 40,000 Media cost – USD 70,000

Creative 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.

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

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. Word of the Invincible Indians 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. Many citizens too adopted these designs and made their own customized bikes, thus saving countless lives.

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

The Invincible Indians Project by Bajaj Auto, India's leading motorcycle brand, took on India’s road related problems by empowering those who were single-handedly tackling these issues. This was achieved by redesigning Bajaj motorbikes. In doing so Bajaj not only helped these invincible heroes but also showed ordinary citizens that they too can take on this fight against road problems. The special bikes hit the road and generated conversations across the nation about the brand and road problems of India. This enhanced brand affinity and also brought these serious social issues back to forefront.

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 felt enough to dedicate themselves for specific causes, or were affected in a way that their lives changed forever and they had decided that no one else faces a similar ill fate. We collaborated with designers to empower these individuals to further their cause. 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. Once done, it not only made a difference to the micro-communities they were serving, but also inspired several others to take up such service to the nation/community.

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