Client: Bajaj Auto
Brand: Bajaj Motorcycles
Category: Automotive, Motorcycles
The INS Vikrant, a Majestic-class aircraft carrier of the Indian Navy, was being sent to the scrapyard -- leaving a proud nation dispirited and resigned to its harsh fate. It was not just any other warship. She was a national icon. As India’s first aircraft carrier and the face of independent India’s growing pride and prowess, she led the country to the historic Indo-Pak War of 1971 that resulted in the birth of a new nation – Bangladesh.
Bajaj Motorcycles wanted to ensure that the legend lived on. It purchased the scrap of the warship, melted it, molded it and brought it to life by forging a motorcycle -- the Bajaj V -- from its metal for the first time ever. With the indomitable spirit and metal of the iconic Vikrant resting in its body, our task was to launch Bajaj V and let India know what made this bike unique.
The challenge in launching the Bajaj V was to find an innovative way to let India know what made this bike unique. The brand was only going to use digital and mobile marketing. There was no above-the-line support for the campaign.
On mobile and digital, Bajaj reached a more aspirational audience and banked on their patriotism and predisposition to share content that appeals to the target audience and get the word of this campaign out.
Given what the bike stood for –the launch had to be equally memorable.
The target audience was male, middle-class, 25 - 35 year olds, across the nation -- the prime audience for premium commuter-segment bikes like the Bajaj V.
The creative strategy hinged on igniting national pride by creating a talking point for the brand, designed around a day of pride. Bajaj shunned the regular mass media approach for a motorcycle launch. By leveraging PR, digital and social media, it created media-contextual work that seamlessly fit its narrative of “forged with collective pride” - centered around an epochal date in Indian history – 26th January, the Indian Republic Day.
2016 was the first year of the campaign since it was the launch of the bike.
In Phase 1, the brand "teased" the bike by reliving the legend. Bajaj took the nation by surprise and awe on Republic Day, by announcing that the legend of Vikrant would continue to live on through a new bike from Bajaj, using the following:
In Phase 2, Bajaj launched the Bajaj V, which it called, "The Nation's Bike." The new symbol of the nation’s pride roared into being on February 1st. This phase consisted of:
The results are below:
SMARTIES AWARDS WON