Bajaj announced the launch of its new bike Dominar 400 on 15 December 2016. Ogilvy & Mather conceptualised the launch film for the same.
As a child sings the lullaby 'Hush, little baby' in the background, a man walks towards his bike (Dominar 400) in the wee hours of the night. He switches it on and hits the road, while the lullaby goes on in the background. He's soon joined by others on the same bike and they speed through a city, bike sounds cutting through the voice over from time to time. In between, a man sleeping comfortably in bed appears, as the lullaby continues. A super reads, 'Only babies sleep at night'. The film ends with the message, 'Dominate the night, Dominar 400.'