After recently unveiling 'The Fastest Indian' campaign for the Pulsar 220 DTS-i, Bajaj Auto has rolled out another campaign, this time for the XCD 135. O&M has created the campaign.
Speaking to Campaign India about the brand communication, Abhijit Avasthi, executive creative director, South Asia, O&M said, "XCD 135 is a new and improved bike that meets the emotional and commuting requirements of the 'new Indian'. It has got everything a commuter bike needs and a little more. A little more power,a little more mileage and a little more flash - a little more than the conventional commuter bike consumer requires. So essentially, everyone was to be coaxed into moving on with the times and expecting more from this segment."
Watch the TVC here:
The film opens on a man walking alone on a deserted beach, when his toe hits against a magic lamp. A genie pops out as soon as the lamp is rubbed and grants him wishes. The man first asks for a house; the genie provides him with an extremely lavish house. The man wants something more 'ordinary', since he's a commoner. Same goes with the wife that the genie bestows on him. Lastly, the genie grants the man a Bajaj XCD 135, but gives him something more common, since he knows that the man would be foolish enough not to accept it.
Avasthi added, "During one of our discussions, the thought came to our mind - one had to be utterly foolish to not buy a bike as wonderful as this. Now, that was a provocative thought."
Avasthi says, that this campaign stems from no particular consumer insight, but from human insecurity. "It's calling the non-consumer a fool. Nobody wants to be called that," he says.
Speaking about how the campaign will differentiate the XCD 135 from others in its category, Avasthi says, "The product is well differentiated as a certain package for a certain price. Coming from the Bajaj stable, it also inherits an attitude that reflects Pulsar genes. Our advertising merely highlights the two rather provocatively. These things add up to differentiate the bike from the rest."
The media mix for the campaign includes TV and outdoor. The creative team behind the campaign includes Piyush Pandey, Abhijit Avasthi, Manoj Shetty and Siddhartha Dutta. The film has been directed by Prashant Issar of Corcoise Films.