Campaign details

Brand: Bajaj V
Brand owner: Bajaj Auto Ltd.
Lead agency: Leo Burnett 
Country: India
Industries: Motorcycles, bikes
Media 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 challenge facing us was evident.

If we couldn't overturn years of cultural conditioning, we reasoned we could, perhaps, give potential buyers a new herd instinct to follow instead. That of national pride, which was on a surge given India's newfound confidence and identity. But how?