Campaign India Team
Aug 24, 2016

Platina takes Tanjore dolls on demo ride, promises less jolts on Comfortec

Watch the ad film conceptualised by Ogilvy & Mather here

Bajaj has rolled out a variant of its Platina commuter bike, 'Comfortec', with the promise of being 'the most comfortable bike in the category'. 
 
An ad campaign conceptualised by Ogilvy & Mather is on air for the same. The Platina Comfortec claims to give riders 20 per cent less jolts compared to competition.
 
The film features a man walking through a road full of potholes. He says on such roads, travelling on a bike could lead to one's back hurting badly. He adds that keeping this in mind, Bajaj has rolled out the Platina Comfortec, which gives 20 per cent less jerks. He walks towards riders on two bikes, one of which is a Platina Comfortec. Both have Tanjore (dancing) dolls stuck atop the pillion seat. The bikes set upon a journey through those pothole-ridden roads. The doll on the Platina Comfortec emerges fine, while the other ends up split at the waist with all the jolts. The film ends with the voice over introducing the Platina Comfortec and saying 'Jhatka Mana Hai' (Jolts not allowed).  
 
Sumeet Narang, vice president, marketing – Bajaj Auto, said, "Once we step out of the big cities, our roads are not exactly ideal. While we can’t change the roads, we asked ourselves whether there was something we could do to make the ride more comfortable for the daily motorcycle commuter. Platina Comfortec is differentiated on the benefit of lesser jerks and therefore superior back protection. With this we have addressed an unmet need which is also a huge pain point for heavy users."
 
Sukesh Kumar Nayak, executive creative director, Ogilvy & Mather, said, "A departure from the usual mileage conversation in this category needed an approach that was just not insightful but also sticky. I think the film does just that. We will be extending this thought of 'Jhatka Mana Hai' across mediums."
 
Credits
 
Client: Bajaj Auto
 
Creative agency: Ogilvy & Mather Mumbai 
Creative: Sukesh Kumar Nayak, Hemal Jhaveri, Ashish Pathak, Prasanna Bhave, Prasad Gurav
Account management: Joydip Niyogi, Abheek Chatterji, Umang Khandelwal
Planning: Prem Narayan
 
Production house: Keroscene Films 
Director (film): Rajesh Sathi 
Source:
Campaign India

Related Articles

Just Published

2 hours ago

Female entrepreneurs disproportionally affected by ...

Mastercard's annual ranking of the best economies for women entrepreneurs has found that gender inequalities have been worsened due to Covid-19, with Asia-Pacific markets accounting for some of the biggest drops in progress

2 hours ago

Narendra Modi, Rahul Gandhi, Virat Kohli, Sonu ...

Social media analytics firm Twitteet released its October analytics

3 hours ago

Siddharth Jain to leave WarnerMedia

Clement Schwebig to lead a new structure that unites WarnerMedia Entertainment Networks, Warner Bros and consumer products, gaming and location based Entertainment, in Asia Pacific