On 26 January, Republic Day, Bajaj Motorcycles launched a video on the YouTube channel of its upcoming bike, the Bajaj V.
The video explains the DNA of the new motorcycle.
The new bike will be forged from the metal of India’s celebrated warship, the INS Vikrant. The INS Vikrant was the first of the Vikrant series of aircraft carrier ships, credited with changing the course of the 1971 Indo-Pak war. Set to AR Rahman’s Vandemataram, the video explains that the war hero went on to guard India’s seas for many years, but in 2014, was destined to be reduced to scrap. The voice over explains that Bajaj did not wish to allow history to be destroyed forever. The company took INS Vikrant’s metal, melted it, and gave it a new life – through the upcoming ‘V’. As a frame reveals, a message imprinted on the bike says, ‘Made from the Invincible Metal of INS Vikrant’.
Campaign India has learnt that the idea of infusing the metal from the warship into the new bike was conceptualised by Leo Burnett.
(Campaign India wishes readers on the occasion of Republic Day. News updates will continue on 27 January 2016.)