Campaign India Team
Jan 25, 2010

Around India in a litre: Lowe Lintas maps new trail for Bajaj Discover

Bajaj Auto has come up with the fourth installment of its Discover India series of TVCs that were developed as part of the launch communication for its bike Bajaj Discover DTS Si. Part infomercial, part commercial, the series titled 'Ek Litre Mein India Ki Khoj' has delved into hidden, but fascinating parts of India which, going by the campaign's thought, can be discovered with ease, thanks to the bike's fuel efficiency.

Around India in a litre: Lowe Lintas maps new trail for Bajaj Discover

Bajaj Auto has come up with the fourth installment of its Discover India series of TVCs that were developed as part of the launch communication for its bike Bajaj Discover DTS Si. Part infomercial, part commercial, the series titled 'Ek Litre Mein India Ki Khoj' has delved into hidden, but fascinating parts of India which, going by the campaign's thought, can be discovered with ease, thanks to the bike's fuel efficiency.

The earlier TVCs, produced by Nirvana Films, were about Magnetic Hill in Ladakh (where magnetic forces naturally help vehicles go uphill), Mattur near Mangalore (a Vedic village where everyone speaks in Sanskrit) and Jambur near Junagadh (a village where an African tribe resides since the last five centuries).

The latest film, produced by Chrome Pictures, is about Shani Shingnapur, a town 100 kms from Aurangabad, where houses do not have doors. Also known as a pilgrimage centre for devotees of Lord Shani, it is believed that the the Lord himself protects the residents from robberies and theft of any kind.

"The current TVC continues to build upon the brief of establishing the new 100 cc Discover DTS-Si as the most fuel efficient bike in its class through the route of 'Experiences Per Litre' instead of Kilometres Per Litre (KMPL), which is the standard category norm," said Anaam Mishra, group creative director, Lowe Lintas.

"Some of us are aware of these locations which we've explored in every commercial. India offers diverse range of locations which can be explored since they have such fascinating stories around them. As a brand, Discover fits in beautifully with the 'Ek Litre mein Bharat ki Khoj' thought," he said.

Watch TVC here

 

Credits

Creative agency: Lowe Lintas
Chairman and chief creative officer: R Balki
Executive creative director: Amer Jaleel, Anaam Mishra
Account planning: Arun Raman
Copywriter: Manoj Bhavnani
Client servicing: Tarun Chauhan, Shantanu Sapre
Brand services director: Sujay Rachh
Production house: Chrome Pictures
Director: Amit Sharma
Post-production: Pixion
 

Watch the other TVCs in the series

Magnetic Hill - Ladakh

 

Mattur - the Vedic village

 

Jambur - the Gujarati village with an African tribe

 

Source:
Campaign India

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