The latest Bajaj V ad film conceptualised by Leo Burnett and produced by Nirvana Films features the real-life war hero and Mahavir Chakra awardee, SK Gupta
BestMediaInfo Bureau | Mumbai | October 20, 2016
Conceptualised by Leo Burnett, Bajaj Auto has unveiled a new film for Bajaj V, the motorcycle forged from the metal body of India’s pride and legendary warship, the INS Vikrant. The campaign poses an important question to the viewer: Why should the mind evoke national pride only on select days of the year, only to be forgotten for the rest of the days?
Like the very core idea behind the Bajaj V, the new film, too, aims to inspire people to cherish India’s rich and glorious history and feel a sense of pride every single day. In what is probably the first time ever in Indian advertising, the story is narrated from the point of view of a real-life war hero.
Rear Admiral SK Gupta, a Mahavir Chakra awardee who served aboard the INS Vikrant in the 1971 Indo-Pak war, is featured in the film and passionately speaks of how Bajaj V instils pride in us every single day. The film has different shots of various occasions where people have made India proud. Later, the ad film has shots of INS Vikrant and how Bajaj converted the ship’s metal to be used in the bike Bajaj V.
Bajaj V, launched on Republic Day earlier this year, created quite a stir in the market, with its first campaign -- clearly establishing their distinct positioning of being made of pride.
Sumeet Narang, Vice-President, Marketing, Motorcycles, Bajaj Auto, said, “With the V, we are not just selling motorcycles but celebrating the pride of the nation. Consumers are also playing back this feeling of pride. The new campaign takes the proposition forward and talks about how the V helps you experience pride every day, and not just on select occasions of national significance.”
Speaking about the campaign, RajDeepak Das, Chief Creative Officer, Leo Burnett India, said, “As a nation, we are a bunch of proud people. The legacy of the INS Vikrant that lives on with the Bajaj V reminds us of all the sacrifices and victories we’ve made as a nation, and today we can celebrate that pride every day. This formed the core to our thinking for this film. We kept it true, honest and pure.”
While Leo Burnett and Bajaj Auto were focused on setting the context of pride and the piece of history one can own in its launch film, this film marks the second phase of the campaign.
Narang further said, “Our focus on pride as the core of our offerings has really touched a chord with our customers and potential customers. Our objective this time around was therefore to deliver a sharper, more poignant brand story to our audience. We wanted to talk about an aspect of pride that people can relate to, which people associate us with.”
The film has been directed by Prakash Varma of Nirvana Films.
Creative agency: Leo Burnett
Chief Executive Officer - South Asia: Saurabh Varma
Chief Creative Officer: RajDeepak Das
Vice-President: Sanju Menon
Associate Vice-President: Rajiv Wadhwa
Brand Associates: Anuj Abraham, Priya Daryani
Brand Strategy Associate: Akshaya Karanth
Executive Creative Directors: Prajato Guha, Sachin Kamble
Creative Directors: Kevin Lobo, Vikrant Yadav
Art Directors: Deepak Jage, Vikrant Wadkar
Copywriter: Vivek Unnikrishnan
Production house: Nirvana Films
Director: Prakash Varma