This is a bike that will truly live up to its name. On February 1, a few days before Auto Expo 2016, two-wheeler giant Bajaj Auto launched its much-awaited bike, the Bajaj V. The motorcycle has been christened 'invincible' because it was forged from the metal of the INS Vikrant, one of India’s best-known warships.
After India’s first aircraft carrier – a hero of the 1971 Indo-Pak war – was decommissioned, the metal was used to make the V. Now Bajaj hopes its latest offering is imbued with the warship’s warrior spirit. “We are not leaders in the executive segment, which has is a five-lakh bikes market,” says Eric Vas, president of the motorcycle business at Bajaj Auto. “Currently, we sell only 20,000 bikes in this segment. So the Invincible 'V' has been launched because these are somewhat more evolved buyers, and there is no bike that appeals to solidity and strength. That's the kind of bike we have tried to make with the V."
Managing Director Rajiv Bajaj hopes that Indian consumers would be able to connect with the bike, and says that the marketing and promotions have been created innovatively around this. "We said to ourselves that we would go for the market with two things (in mind). First, was the product of course, and second, a good story or a good position around the product,” says Bajaj. “We, as a company, believe in what we call the strategy of differentiation. Quite simply, that means giving customers not just what they want -- that is obvious enough – but also something that competition cannot easily change."
Enter Leo Burnett. This incredible idea, of building motorcycles from the remains of a heritage warship, was actually proposed by the agency. "When we heard that the INS Vikrant was being scrapped, it was a really sad moment for us,” says Leo Burnett Chief Creative Officer Rajdeepak Das. “And that is when the team came up with the idea of melting the scrap and turning it into a bike." Needless to say, Bajaj Auto immediately agreed.
Now Leo Burnett is partnering with Bajaj Auto on every aspect of the launch and brand building. A teaser film was launched on Republic Day, keeping in mind the patriotic significance of the new motorcycle, giving motorcycle enthusiasts a glimpse of what was coming. Rajiv Bajaj is all praise for Leo Burnett’s idea. "We really didn’t have the skill to articulate the idea in a charming, catchy way, and also to highlight the ‘X factor’ that would amplify the bike by so many times in the minds of people,” says Bajaj.
The company specifically mentioned the name of creative director Kevin Lobo at the unveiling of the bike, for bringing forth the idea. Lobo was delighted when he was asked to take a bow. “It’s amazing that a personality like Rajiv Bajaj has not only acknowledged me, but the entire agency, and it’s a very big thing to be recognised for ideas that we suggest; it’s very rare. A big thank you to him and the entire Bajaj team.”
Saurabh Varma, CEO, Leo Burnett (South Asia) says: “It's an idea which integrates right across the positioning and product design. It's an idea that moves and connects with people, and touches hearts. There is a great sense of pride every time you buy a Bajaj V. Will the marketing and advertising help sell the product? Absolutely. Personally, I think this is the way marketing should be done. It should be human, it should be built around brands which are purposeful and which have a sense of shareability and playfulness. That’s what we have done."
The accolades for this have even come from the competition. Chairman and Chief Creative Officer, Mullen Lowe Lintas Group R Balki, said: “I saw the Bajaj ad and I thought this was the most brilliant idea. It is one of the greatest ideas I have seen in a long time.” Bajaj V is touted as the auto giant’s biggest-ever launch in the last decade. It will become clearer in the coming days whether or not this experimental initiative has influenced people to ride with pride. But what’s significant about the launch, is the deep engagement of a creative agency in a client’s product development effort. Way to go!
The Bajaj V-Leo Burnett story featured in BrandStand on Zee Business on February 6/7. Watch it here:
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