Bajaj V: The Nation's Bike

This case study shows how Bajaj Auto, a motorcycle brand, successfully increased sales in India by developing a new model made with metal from a famous aircraft carrier.

Advertiser: Bajaj Auto Ltd.Agency: Leo Burnett IndiaCountry: India

Objectives

OUR MARKET

Motorcycles are big business in India –76% of registered motor vehicles are two-wheelers[1], of which 2/3's are motorcycles[2]; over a million motorcycles are sold in a single month[3].

The biggest sector is Commuter Motorbikes – 80% of all bikes sold[4]. They're bought for functional reasons ('gets me from A to B') and so are fairly basic with a strong emphasis on value-for-money.

The fastest growing sector is premium commuter bikes (125-250cc)[5], driven by India's expanding affluent...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands