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  • SUB CATEGORY :
    BEST INTEGRATED PROMO CAMPAIGN
  • COMPANY ENTERING :
    LEO BURNETT INDIA, MUMBAI
  • ENTRY TITLE :
    NATIONS BIKE
  • BRAND :
    BAJAJ V
  • ADVERTISER :
    BAJAJ AUTOMOBILE
  • AGENCY :
    LEO BURNETT, MUMBAI
  • CHIEF CREATIVE OFFICER :
    RAJ DEEPAK DAS
  • EXECUTIVE CREATIVE DIRECTOR :
    PRAJATO GUHA/SACHIN KAMBLE
  • CREATIVE DIRECTOR :
    KEVIN LOBO/VIKRANT YADAV
  • COPYWRITER :
    SRIRAM IYER/ASHISH SHARMA
  • ART DIRECTOR :
    DEEPAK JAGE/VIKRANT WADKAR
  • ACCOUNT DIRECTOR :
    SANJU MENON
  • ACCOUNT MANAGER :
    RAJIV WADHWA
  • ACCOUNT EXECUTIVE :
    VARSHA ROY
  • STRATEGIC PLANNING DIRECTOR :
    RAJEEV SHARMA
  • STRATEGIC PLANNER :
    AKSHAYA KARANTH
  • FILM PRODUCTION COMPANY :
    KEROSCENE FILMS, MUMBAI
  • DIRECTOR :
    RAJESH SAATHI
  • D.O.P/CINEMATOGRAPHER :
    GAURI CHIKHALIKAR
  • EXECUTIVE PRODUCER :
    ANIKITA MALHOTRA GURJAR
  • FILM PRODUCER :
    HARISH NAMBIAR
  • OTHER FILM PRODUCTION CREDITS :
    APARNA GANESH/EBYUG AKHIL/SANCHIT BALHARA/HARISH NAMBIAR
  • THE BRIEF :
    BAJAJ MOTORCYCLES HAS LEADERSHIP IN THE SPORTS SEGMENT (THAT SITS ABOVE COMMUTER SEGMENT) WITH A 37% MARKET SHARE WITH THEIR PULSAR SERIES. BUT IT’S THE COMMUTER SEGMENT WHERE THE PROBLEM LIES. HERO HAS DOMINATED THIS SEGMENT FOR OVER A DECADE NOW – WITH THE BRAND SPLENDOR ALONE ACCOUNTING FOR ALMOST 33% OF THE MARKET. WHICH MADE THE MARKET EVEN MORE TOUGH FOR NEW LAUNCHES, WITH 22 OF THE LAST 24 FAILING TO TAKE OFF. HOW COULD BAJAJ MOTORCYCLES CHALLENGE THIS DECADE-OLD TRUST IN SEGMENT LEADER? IN THE TRIED & TESTED?
  • THE STRATEGY :
    WHILE WE WERE DEEP INTO IDENTIFYING A MARKETPLACE OPPORTUNITY, SOMETHING DEEP WAS HAPPENING IN OUR SOCIETY. INS VIKRANT - ONE OF OUR MOST DECORATED WARSHIPS AND A NATIONAL ICON - HAD BEEN REDUCED TO A HEAP OF SCRAP. WE SAW THIS AS A BRUISE TO OUR PRIDE AND FELT AN INTERVENTION WAS DESERVED. ESPECIALLY GIVEN THE PROUD AND BUOYANT MOOD ABOUT OUR NATIONAL IDENTITY. WE BELIEVED IT WAS TIME TO MAKE PRIDE TANGIBLE FOR ALL. WE WANTED TO ENSURE INS VIKRANT'S LEGACY LIVES ON. AT THE SAME TIME OFFERING INDIANS A TRUE AND SINCERE SYMBOL OF PRIDE.
  • THE EXECUTION :
    WE CHOSE AN IMPORTANT DAY FOR INDIAN PRIDE – THE REPUBLIC DAY – AS THE OCCASION FOR LAUNCH. AND USED TWO PIECES OF VIDEO CONTENT ON YOUTUBE AND FACEBOOK TO SEED CONVERSATION ON SOCIAL PLATFORMS: 1. LAUNCH TEASER FILM: AN EVOCATIVE AND PATRIOTIC TEASER FILM FOCUSING ON VIKRANT’S STORY AND OUR ROLE IN RESTORING HER. 2. SONS OF VIKRANT DOCUMENTARY SERIES: DOCUMENTARY SERIES ON YOUTUBE FEATURING SONS OF VIKRANT RELIVING HER GLORY.
  • THE RESULT :
    VIKRANT WAS REBORN – BOTH PHYSICALLY & IN THE HEARTS OF NATION. THE TEASER FILM TRIGGERED A SERIES OF ACTIVITIES. ENTIRE NATION APPLAUDED THE EFFORT & HONORED VIKRANT, WITH #BAJAJV TRENDING ABOVE #REPUBLICDAY, RESULTING IN ONLINE & NATIONAL MEDIA COVERAGE! WE GARNERED 0.7 MILLION USD WORTH OF FREE MEDIA IN ONE WEEK. CREATING A CUMULATIVE 160 MILLION IMPRESSIONS, REACHING OUT TO 32 MILLION, OVERALL. 11,000 BIKES WERE SOLD ON THE FIRST DAY AND SAW 3 MONTHS WAITING PERIOD. BAJAJ INCREASED THEIR PRODUCTION FROM 20,000 TO 50,000 UNITS MONTHLY WITH AN ANNUAL TURNOVER OF $0.5 BILLION WITH JUST 10% MARKETING INVESTMENT!
  • URL :
    https://www.youtube.com/watch?v=JWSZLQomyuM