Bajaj V: The Nation's Bike

Motorcycle manufacturer Bajaj used a social-media-driven content platform that tapped into national pride to launch a new commuter model in India.

Campaign details

Brand: Bajaj VBrand owner: Bajaj Auto Ltd.Lead agency: Leo Burnett Country: IndiaIndustries: Motorcycles, bikesMedia channels: Content marketing, Events & experiential, Online video, Point-of-purchase, in-store, Public relations, Social Media, Television, Websites & microsites Budget: 5 - 10 million

Executive summary

In an innately cautious culture like India, the commuter motorcycles sector was, naturally, dominated by "safe" established brands. Bajaj Motorcycles wanted to overturn this stronghold, that was fuelled by herd mentality. But given the failure of 22 of the previous 24 brands that offered an incremental change in product, the...

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