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



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 urban population.

This sector also affords higher margins[6] and worth $2 Bn sales pa[7].