Bajaj Auto has come out with a new campaign to distinguish the positioning of one of its brand, Discover, from its rival brands in the market.
The TVC shows three men expressing their wish to have bought Discover 125 as it was their first preference, but they end up buying some other bike under compulsion from either their father, their wife; or under the influence of their boss. While the names of the bike brands they now own were beeped in the TVC, one could easily sense the reluctance with which they echo, "Discover nahi hai par chalta hai" (Even though it's not anything as compared to Discover, but it's fine!). The TVC ends with a sequence of Discover riding on a clear road and a voice in the background sending a message that Discover is not just 'fine', instead it provides you the thrill while riding the bike (Discover chalta nahi, daudta hai!)
Explaining the campaign idea, K Srinivas, president - motorcycle business, Bajaj Auto, said, "The Brand Discover has done exceedingly well clocking 110,000 numbers per month but we need to take it to the next level. Auto brands have been talking about mileage and maintenance for years. Today, these parameters might not help drive preference. Consumers see them as generics and want a better drive-feel, even from commuter bike offerings. Millions of Discover riders find their ride exciting with power at the fingertips for an amazing ride feel. We wanted the new communication to reflect that clearly."
To this, Abhijit Avasthi, national creative director, Ogilvy Mumbai, added, "What distinguishes the Discover from other bikes in that segment is the power and thrill it offers the rider. It's this compelling proposition the film and the baseline 'Chalta nahin, Daudta hain' aims to capture, in a tongue-in-cheek way. I think the idea is unique in that it is a testimonial by those who don't have the product they really wish they had. It takes a light-hearted dig at those with the 'chalta hai' attitude in life."
Mahesh Gharat, group creative director, Ogilvy Mumbai, further stated, "Discover is poised to dislodge the competitor bikes more and more, so the commuter testimonial in a way represented their sentiment and also showed how people with these sort of doubts and barriers won't have any, once they see the commercial."
Commenting on the tagline for the campaign, Pradyumna Chauhan, senior creative director, Ogilvy Mumbai, noted, "Discover offers such excitement for a commuter bike that 'Chalta nahin daudta hai' was a perfect expression to separate this stylish commuter from the rest of the crowd in the segment."
The film was shot by Vinil Mathews of Footcandles Films and has just gone on air.
Client: Bajaj Auto
Agency: Ogilvy & Mather, Mumbai
National creative director: Abhijit Avasthi
Creative: Abhijit Avasthi, Mahesh Gharat, Pradyumna Chauhan
Account management: Dharam Valia, Rajan Pillai, Santanu Ghatak
Production house: Footcandles films
Director: Vinil Mathew
Executive producer: Swadha Kulkarni