Mumbai : There is hardly any mass market motorcycle communication without a big mileage figure thrust in your face. Every other one is better than the competition by a few kilometres, or so they claim.
Bajaj Platina, a brand traditionally known for mileage supremacy, has a completely new story to tell however. A story which is inspired by the pain suffered by commuters who ride long hours on bad roads, and who end up suffering from back pain. The new Platina Comfortec has been differentiated on superior riding comfort since it gives 20% less jerks compared to leading competitors. The bike had to be positioned as ‘The most comfortable bike in the category’.
Communication-wise, the challenge was to tell this simple yet powerful product benefit without being clinical or boring. And thus, using the dancing ‘Tanjore’ dolls as a metaphor for jhatkas became the unequivocal choice for Bajaj Auto and Ogilvy Mumbai.
Explaining this further, Sumeet Narang, Vice President, Marketing – Bajaj Auto:
Once we step out of the big cities, our roads are not exactly ideal. While we can’t change the roads, we asked ourselves whether there was something we could do to make the ride more comfortable for the daily motorcycle commuter. Platina Comfortec is differentiated on the benefit of lesser jerks and therefore superior back protection. With this we have addressed an unmet need which is also a huge pain point for heavy users.
We are taking this demonstration on-ground as well as to the dealerships across the country using chest mounted cameras. The customers will be able to experience the benefit communicated in the TV, which would add to the credibility of the message.
Sukesh Kumar Nayak, Executive Creative Director, Ogilvy & Mather: A departure from the usual mileage conversation in this Category needed an approach that was just not insightful but also sticky. I think the film does just that. We will be extending this thought of ‘Jhatka Mana Hai’ across mediums.
Client: Bajaj Auto
Agency: Ogilvy & Mather Mumbai
Creative: Sukesh Kumar Nayak, Hemal Jhaveri, Ashish Pathak,
Prasanna Bhave, Prasad Gurav
Account Management: Joydip Niyogi, Abheek Chatterji, Umang Khandelwal
Planning: Prem Narayan
Production House: Keroscene Films
Director: Rajesh Sathi