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."
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