Mumbai: A challenger brand wishing to take on a behemoth is not something new in communication. However, when you start doing this right at the product development stage and follow it up with a piece of communication to take this head-on, that makes a great beginning.
The recent Dominar 400 from Bajaj is doing exactly the same. The Goliath in this case, however, is muscular and big. It is a powerful 400 cc bike with amazing control and aggression which can give the “traditional notion” of big biking a run for their money. Dominar’s great riding features coupled with loads of style and power makes the old look too boring, infact silly.
No wonder that Bajaj decided to position it differently from the existing classifications of commuter, sports, adventure and cruiser. Hyper Riding, is the new way.
Sumeet Narang, VP Marketing Bajaj Auto Ltd., Long distance and leisure touring does not have to be devoid of modern motorcycling technology and performance. Dominar 400 identifies this glaring need gap and offers an athletic option which takes touring to a new level, not experienced by most riders in India. The brand task is to establish this form positioning and provoke answer to a question – what’s size without performance?
Sukesh Nayak, CCO, Ogilvy West (India),‘Hathi Mat Palo’ is a phrase we often use to define being stuck with something that is dated and heavy on the pocket. Our big idea is based around this thought. We used the phrase to create a powerful execution that is designed to provoke the big motorcycle riders stuck with dated technology.
The campaign will consists of, apart from the TVC, a whole bunch of outdoor, and digital initiatives.
Client: Bajaj Auto Ltd.
Agency: Ogilvy Mumbai
Executive Chairman and Creative Director, Ogilvy South Asia: Piyush Pandey
CCO: Sukesh Nayak
Creative Team: Hemal Jhaveri, Sunder Sharma
Account Management: Joydip Niyogi, Abheek Chatterji
Planning: Prem Narayan, Ganapathy Balagopalan
Production House: Corcoise
Films Director: Prasoon Pandey