Feb 15, 2016 01:38 PM
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Bajaj V, the recently-launched offering from two-wheeler major Bajaj Auto, has created much buzz because it has been built from the scrap metal of India’s first aircraft carrier, the celebrated INS Vikrant. The idea for this came from Leo Burnett, the creative agency that is an integral part of the marketing and positioning of the bike. Ruhi Kurele reports
The accolades for this have even come from the competition. Chairman and Chief Creative Officer, Mullen Lowe Lintas Group R Balki, said: “I saw the Bajaj ad and I thought this was the most brilliant idea. It is one of the greatest ideas I have seen in a long time.” Bajaj V is touted as the auto giant’s biggest-ever launch in the last decade. It will become clearer in the coming days whether or not this experimental initiative has influenced people to ride with pride. But what’s significant about the launch This is a bike that will truly live up to its name. On February 1, a few days before Auto Expo 2016, two-wheeler giant Bajaj Auto launched its much-awaited bike, the Bajaj V. The motorcycle has been christened'invincible' because it was forged from the metal of the INS Vikrant, one of India’s best-known warships.people Managing Director Rajiv Bajaj hopes that Indian consumers would be able to connect with the bike, and says that the marketing and promotions have been created innovatively around this. "We said to ourselves that we would go for the market with two things(in mind). First, was the product of course, and second, a good story or a good position around the product, ” says Bajaj. “We, as a company, believe in what we call the strategy of differentiation.
Quite simply, that means giving customers not just what they want - that is obvious enough After India’s first aircraft carrier – a hero of the 1971 Indo-Pak war – was decommissioned, the metal was used to make the V. Now Bajaj hopes its latest offering is imbued with the warship’s warrior spirit. “We are not leaders in the executive segment, which has is a five-lakh bikes market, ” says Eric Vas, president of the motorcycle business at Bajaj Auto. “Currently, we sell only 20, 000 bikes in this segment. So the Invincible'V' has been launched because these are somewhat more evolved buyers, and there is no bike that appeals to solidity and strength. Now Leo Burnett is partnering with Bajaj Auto on every aspect of the launch and brand building. A teaser film was launched on Republic Day, keeping in mind the patriotic significance of the new motorcycle, giving motorcycle enthusiasts a glimpse of what was coming. Rajiv Bajaj is all praise for Leo Burnett’s idea. "We really didn’t have the skill to articulate the idea in a charming, catchy way, and also to highlight the ‘X factor’ that would amplify the bike by so many times in the minds of people, ” says Bajaj.bike strong and low maintance Saurabh Varma, CEO, Leo Burnett(South Asia) says: “It's an idea which integrates right across the positioning and product design. It's an idea that moves and connects with people, and touches hearts. There is a great sense of pride every time you buy a Bajaj V. Will the marketing and advertising help sell the product
