Bajaj Auto has released a new identity - 'the world’s favourite Indian' as it looks to push its global presence.
A film conceptualised by Leo Burnett India has been released for the same. The film communicates how Bajaj Auto has spread its presence to 70 countries around the world.
Rajiv Bajaj, managing director, Bajaj Auto, said, “Our international performance is validation of our strategy of focus and differentiation. Our unwavering commitment towards building the best motorcycles in the world through design, technology, quality and customer satisfaction have made us a truly global brand. Bajaj brand is not only the world’s favourite Indian, but also perhaps the most illustrious ambassador for 'Make in India' initiative of the Indian government.”
He added, “In only 17 years since the launch of Pulsar, we have become the third-largest motorcycle manufacturer in the world, ahead of several Japanese and European brands that have been around for much longer. In any market around the world, when people think of motorcycles, they should think of Bajaj. That would help us achieve our vision of being a Global Motorcycle Specialist.”
Along with the TV, the campaign to communicate the new identity is spread across outdoor, print and digital. The retail showrooms of Bajaj Auto motorcycles and commercial vehicles will also have the new signage and branding.