Campaign India Team
Jan 26, 2016

Happy Republic Day: Bajaj keeps INS Vikrant alive, embeds metal from warship into upcoming 'V'

Idea conceived by Leo Burnett will come to life in the Bajaj V, due for launch on 1 February 2016

wide player in 16:9 format. Used on article page for Campaign.
 
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.)
Source:
Campaign India

Related Articles

Just Published

1 day ago

M&E industry in India grew by 8.9 percent in 2019: ...

Grew at a rate higher than the advertising industry (5.3 per cent) and GDP (7.8 per cent)

1 day ago

Weekend Wrap: 27 March

In the news: Bajaj Group, Meltwater, Parle G, Socialpanga

1 day ago

IPG withdraws 2020 financial target amid coronavirus...

"Visibility into marketing and media spend is extremely challenging" says CEO Michael Roth.

1 day ago

Weekend Laugh: Producer's Diary by Dalbir Singh

The co-founder of Kiss Films presents his weekly sketches for Campaign India