Jawa: The Lazarus Motorcycle

Saji Abraham, Sidhu Shivank

Legacy motorcycle brand Jawa used a cleverly seeded digital-only campaign to target millennials for its relaunch in India.

Campaign details

Brand: JawaBrand owner: Classic LegendsLead agency: Two and a half menCountry: IndiaIndustries: Motorcycles, bikesMedia channels: Online video, Public relations, Social mediaBudget: 500k - 1 million

Executive summary

How would you launch a motorcycle brand that has been absent from Indian roads for the past 20 years? This, in an intensely competitive Indian motorcycle market segment with a colossus called Royal Enfield straddling it (90% market share in the premium segment).1 Many incumbent brands have repeatedly tried, and failed, to dent its share.

To...

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