Gurugram: As television consumption in India becomes increasingly digital and on-demand, brands are exploring ways to combine the immersive impact of the big screen with the precision of digital targeting. In line with this shift, Bajaj Auto has partnered with VDO.AI and Dentsu India to launch an interactive DCO (Dynamic Creative Optimisation)-powered CTV campaign for Triumph Motorcycles.
Today’s performance-focused motorcycle buyers are not just admirers but active researchers. According to Meta-commissioned 2025 research, 72% of new automotive buyers in India discover brands on digital platforms, with a similar proportion acknowledging that digital influences their purchase decisions. As viewers increasingly multitask between streaming content and mobile research, Connected TV (CTV) is emerging as a powerful bridge between exploration and action. Tapping into this behavioural shift, VDO.AI and Dentsu India developed a DCO-led, CTV-first strategy for Triumph Motorcycles, designed to convert curiosity into active evaluation.
Leveraging VDO.AI’s AI-driven audience intelligence and contextual targeting capabilities, the campaign deployed customised creatives across leading CTV and OTT platforms including JioHotstar, Samsung TV Plus, ZEE5, LG Channels, WION News and Zee News. Interactive on-screen QR prompts allowed viewers to instantly access specifications, explore variants and engage with brand content—effectively recreating a showroom-style discovery experience within the home environment.
Priyanka Shah, General Manager – Digital Marketing, Bajaj Auto, said, “We see today’s two-wheeler buyer as digitally fluent and detail-oriented. Our objective was to align with this mindset through communication that is rich, contextual and never repetitive. VDO.AI and Dentsu India enabled us to showcase the brand in a premium CTV environment that is as dynamic as our motorcycles, while staying true to the authenticity and engineering prowess that defines Bajaj Auto.”
Arjit Sachdeva, Co-founder, VDO.AI, said, “In an enthusiast-driven category like motorcycles, engagement quality shapes brand perception. For Triumph Motorcycles, we fused Dynamic Creative Optimisation with CTV’s immersive canvas to deliver location-aware, context-led storytelling. The objective was not just visibility, but to remain useful and relevant when riders are actively shortlisting options. That balance between aspiration and information is what drives deeper brand affinity.”
Prashant Mishra, Director, Paid Media, Dentsu India, said, “Today’s riders move between inspiration and research seamlessly. Our planning philosophy was to support that behaviour rather than interrupt it, using CTV as a high-attention layer within a broader decision journey. As advertisers look for measurable brand-building channels, campaigns like this highlight how CTV is bridging the gap between television-scale storytelling and digital-style precision.”
The campaign was strategically targeted across Chennai, Hyderabad, Bengaluru, Ahmedabad, Mumbai, Kolkata, New Delhi, Pune and Delhi—markets with strong demand for premium motorcycles. By combining data-led audience insights, contextual delivery and dynamic creative optimisation, Bajaj Auto, VDO.AI and Dentsu India have demonstrated how CTV can elevate premium automotive storytelling—where every impression drives consideration and the screen becomes a gateway to action.
