Advertiser: Bajaj Auto Ltd.
Agency: Leo Burnett India
Motorcycles are big business in India –76% of registered motor vehicles are two-wheelers, of which 2/3's are motorcycles; over a million motorcycles are sold in a single month.
The biggest sector is Commuter Motorbikes – 80% of all bikes sold. 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), driven by India's expanding affluent urban population.
This sector also affords higher margins and worth $2 Bn sales pa.