Bajaj Platina ComforTec: Jhatka Mana Hai

Motorcycle manufacturer Bajaj used TV, print and on-ground to reframe the market narrative and reverse the sales decline of its Platina model in India.

Campaign details

Brand: Platina ComforTechBrand owner: Bajaj AutoLead agency: OgilvyCountry: IndiaIndustries: Motorcycles, bikesMedia channels: Events & experiential, Print - general, unspecified, TelevisionBudget: 1 - 3 million

Executive summary

"Mileage" moved the motorcycle market in India and Hero owned mileage. Bajaj Platina's "me too" mileage strategy did not move the sales graphs, despite its best efforts.

This case tells the journey of Bajaj Platina from "me too", to standing out and revving up the accelerator on the sales graph.

Market background and cultural context

Rising wealth had helped the fortunes...

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