Bajaj Auto has rolled out a film conceptualised by Mullen Lintas for its Discover range of motorcyles.
Set to the soundtrack 'Behti Hawa' from 3 Idiots, the film shows a man stumble upon a picture from his younger days as he picks up his key and is leaving for office. As he walks towards his bike he reminisces about those days. He gets onto the Discover and rides back into memory lane as he looks to do all the things he did when he was younger. The film ends with a voice over saying 'be that boy, who you were at one point of time'.
Sumeet Narang, VP – marketing, Bajaj Auto, said, “Discover is our brand which offers an energetic and spirited riding experience to daily commuters. It differentiates itself from the rest of 100-125cc commuter brands by offering a more fun bike to our customers who see themselves as hard working family men burdened with responsibilities. Finding a relevance for Discover’s promise of performance was critical. Immersions with family men between 30-40 years in large and small towns helped us arrive at the brand insight of how the boy in every man is always alive. Discover’s spirited riding can help him come out, once in while”
Ayyappan Raj, EVP, Mullen Lintas, said, “It’s quite an important and significant campaign for us, considering the task of reintroducing brand Discover. The brief from the brand team was about how the new Bajaj Discover with stylish features, powerful engine brings out the youthfulness in the rider and that’s exactly what we have managed to capture with ‘Bano Zindadil’. There’s a lot of activities planned across media, ensuring this idea travels to a larger audience.”
Shriram Iyer, president and NCD, Mullen Lintas, said, “Bikes have always evoked or revived youthfulness in the rider. We worked this insight into our story for this campaign. In this spot, the power and looks of the new discover add life back to the rider and help him find the “missing boy” inside him. The message 'Bano Zindadil' caps the proposition and the attitude that we wanted to land. The song “Behti Hawa” from the movie 3 idiots transforms it into a more present tense as the rider begins to discover that the boy in him is back!”
The campaign went live on 1 February. Along with this TVC, the campaign also has print, outdoor and digital legs.
CLIENT: Bajaj Auto
Team: Sumeet Narang, Soumya Das
Creative agency: Mullen Lintas
Creative team: Amer Jaleel, Shriram Iyer, Garima Khandelwal, Satish Sethumadhavan, Ripanka Kalita, Ashwin Joharapurkar, Merlyn Miranda, Shashank Salaskar, Anjali Ahuja
Account management: Ayyappan Raj, Ahsan Khan, Anchal Shah
Planning: Ekta Relan, Pallavi Bhosale
Production house: Crazy Few Films
Director: Anupam Mishra