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Bajaj V (THE NATION'S BIKE)

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THE BRIEF

The Brief

When INS Vikrant, India's most decorated warship-was reduced to scrap, Bajaj Motorcycles saw an opportunity and brought to life Bajaj V, a bike forged from the metal of Vikrant. Our task was to launch Bajaj V led by digital media and let India know what made this bike unique.

THE BRIEF

The Strategy

Bajaj Motorcycles was looking to break into commuter bike segment dominated by Hero that had the blind trust of consumers for over a decade. Our challenge was to make inroads into this segment. With Bajaj V, we saved a national icon from turning into scrap and turned it into a tangible idea of pride that Indians could own- an emotion that was compelling enough to challenge the blind trust in Hero.

Our Solution

Our Solution

A never seen before idea had to have a launch that people had not seen before. We shunned the regular mass media approach and instead created a first-of-its-kind integrated burst campaign using digital and social media around 26th Jan, India's Republic Day.

Our core idea: BAJAJ V – FORGED WITH THE NATION'S PRIDE.
The invincible metal of INS Vikrant gave birth to The Nation's Bike.

Execution

The Execution

We took the nation by surprise and awe on Republic Day, by announcing that legend of Vikrant would continue to live on through a new bike from Bajaj. We galvanised conversations by seeding opinion and native content pieces about Vikrant's achievements, and showcased it in an online museum that chronicled her journey through
painstakingly sourced archival footage.

We followed it up with a LIVE cast that revealed the Bajaj V on the site. We amped up the desirability quotient by highlighting the 'invincible' form, performance and style of Bajaj V on the site, YouTube, roadblocks on auto portals and social media assets. Post-launch, we optimized the microsite to ensure that relevant keyword searches channeled traffic including terms related to Vikrant. We also created an innovative Facebook quiz that could be played directly on the newsfeed within the post. 360 views, videos and carousel ad units on Facebook were also put up.

The Outcome

The Outcome

Over 11,000 Bajaj V bikes were booked by Day One, leading to a 3-month waiting period so much so that the production has to ramped up from 20,000 to 50,000 units a month.
Over 40K leads were attributed to digital & our social media platforms
With the teaser launch, Bajaj V was all over Online Auto and News Media. Social Media was abuzz with #BajajV trending higher than #RepublicDay itself. On a day when India was playing Australia, we beat all the trends related to the game. Bollywood celebs, cricketers, auto influencers spread the word & it trended multiple times over the next week,
leading up to the launch.
The site received a whopping 500,000 visitors within the first week of launch. The Live Cast of the launch
crossed 100,000 views on YouTube.
While the online videos garnered 53 million impressions, reaching out to 16 Million, over the campaign period, brand Bajaj V created over 100 million impressions across digital platforms.

THE BRIEF

AWARDS

2016

DMA Asia Echo Awards

GOLD

Effectiveness (Automotive)

Bajaj V (The Nation’s Bike)

GOLD

Innovation (Multichannel)

Bajaj V (The Nation’s Bike)

SILVER

Strategy (Multichannel)

Bajaj V (The Nation’s Bike)

Smarties

GOLD

Brand Awareness

Bajaj V (The Nation’s Bike)

Bronze

Product Launch

Bajaj V (The Nation’s Bike)

Bronze

Lead Generation

Bajaj V (The Nation’s Bike)

Maddies

GOLD

Launch of Product/Service

Bajaj V (The Nation’s Bike)

Silver

Brand Recall

Bajaj V (The Nation’s Bike)

Effies

GOLD

Contributing agency for Integrated Advertising

Bajaj V (The Nation’s Bike)

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