Mumbai: Communication in the commuter bike segment has traditionally revolved around ‘mileage’. As customers in this category ride far & beyond, and ‘mileage’ is clearly a category hygiene, no brand seemed to be addressing a pain point of the daily commuter – comfort, or the lack of it. Clearly, comfort was a ‘latent’ need that was waiting to be unlocked.
With this insight, in July 2016, Bajaj Auto launched the PlatinaComforTec, an updated version of the popular Platina brand. Sporting uprated suspension and seat design, the new Platina was independently certified to offer 20% less jerks (or jhatka) than the competition. From this was born the crazy ‘JhatkaMana Hai’ campaign which pivoted around two endearing characters, Paro&Gulabo. Cutting across TG’s, this campaign established that Bajaj PlatinaComforTec offered a more comfortable ride by dramatizing the differentiation. The campaign was received gloriously, which translated into encouraging results on ground. Paro Gulabo also won NDTV’s Two-Wheeler TVC of the Year (2017) award.
Humpty Dumpty takes the spirit of ParoGulabo forward, and builds on the belief that pictures speak a thousand words. Like ParoGulabo, Humpty Dumpty bring to life the animated demonstration of the impact that Platina’s revolutionary ComforTec system has on the rider.
Sukesh Kumar Nayak, Executive Creative Director, Ogilvy Mumbai: ‘Jhatkamanahai’ returns with yet another memorable demo to cement the comfort positioning. This time it’s the turn of Humpty and Dumpty, two eggs, to inform the world in the most entertaining way, why Platina is the perfect bike for the Indian roads.
SumeetNarang, Vice President (Marketing), Bajaj Auto: For too long, commuter motorcycle customers have accepted mediocrity when it comes to riding comfort. Our strategy of offering differentiated benefits across our brands led us to challenging the status quo. PlatinaComforTec has clearly touched a chord with the customer, and has set a benchmark among commuter motorcycles. After ParoGulabo’s success, we are confident that Humpty Dumpty will take the story forward,and imprint a message on our TG’s, mind, that Comfort equal to Platina
CREDITS:
Agency: Ogilvy & Mather Pvt. Ltd.
Executive Vice. President: AbhikSantara
Vice President: Nikhil Mohan
Group Account Manager:Anand Padwal
Sr. Account Executive:Supriya S Venkittathodi
Executive Creative Director: SukeshNayak
Creative Director: Anshu Sharma
Associate Creative Director:SushilChintak
Client: Bajaj Auto Ltd.
VP Marketing: SumeetNarang
DGM Marketing: Soumya Das
Brand Manager Marketing: Ritujoy Chakraborty
Production House:Keroscene Films
Director: Rajesh Saathi
DOP: ManikandanVelayutham
Producer: Harish Nambiar
Executive Producer: Ankita Malhotra Gurjar
Music Director: Sameer Uddin
