Bajaj Dominar takes on competition again, with elephant analogy

Bajaj Auto has rolled out a campaign that consists of three films for its Dominar 400.

 

Conceptualised by Oglivy and Mather, the films build on the 'Haathi Mat Palo' campaign rolled out in August 2017. The films highlight the features of the Dominar 400 against competition. 

Sumeet Narang, VP - marketing, Bajaj Auto, said, "Long distance and leisure touring has been devoid of modern motorcycling technology and performance in our country.  By offering size as well as superlative performance, Dominar attempts to redefine and raise the biking standards in the country. While our first campaign provoked riders to answer a question – what’s size without performance?, this follow-up campaign further establishes what are the essentials of new age long distance touring. Each film taps on a pain point faced by the riders on traditional big bikes and how Dominar with its hyper-agility, control, performance and technology, makes it a perfect hyper-riding machine."

 

Sukesh Nayak, CCO, Ogilvy West (India), said, "The 'Haathi mat Palo' campaign started a new conversation amidst the biking community. A conversation that put technology before tradition. The sequel of this campaign takes the story further. Each story is based on a true insight. Told in a most memorable manner, these stories will provoke the riders to rethink what will they choose to ride when they go touring."

 

The campaign will also have outdoor and digital legs.

 

CREDITS:

 

Client: Bajaj Auto

Agency: Ogilvy & Mather, Mumbai

CCO West: Sukesh Nayak

Creative team: Hemal Jhaveri, Prasanna Bhave

Account management: Joydip Niyogi, Sheetal Pritmani

Planning: Prem Narayan, Ganapathy Balagopalan, Aditya Arora

Director: Farouk AlJoffery

 

 

View the film from the 2017 campaign: