Bajaj Discover's 'Chalta nahi, daudta hai' pitch
Discover, the commuter master brand in Bajaj Auto's portfolio, has just come out with a new power commuter campaign made by O&M
BestMediaInfo Bureau | Delhi | February 13, 2012
In India, the 'chalta hai' attitude is more of a way of life. Challenging this is the new advertisement from Ogilvy Mumbai for Bajaj Discover. The positioning is aligned to Bajaj Auto's strategy of “democratizing” performance and delivering higher order benefits like power to everyday commuters.
K Srinivas, President - Motorcycle Business, Bajaj Auto, said, "Auto brands have been talking about mileage and maintenance for years. Today, these parameters might not help drive preference. Consumers see them as generics and want a better drive-feel, even from commuter bike offerings. Given the fact that Bajaj Discover offers much more, what distinguishes the Discover from other bikes in its segment is the power and thrill it offers the rider. So, we wanted the new communication to reflect that clearly.”
Abhijit Avasthi, National Creative Director, O&M, explained, "The brief was to create a differentiated position for the fastest selling 125 cc motorbike in the country. We wanted to dramatise this fact. The baseline 'Chalta nahin, daudta hain' takes a light-hearted dig at those with the 'chalta hai' attitude in life."
"The Discover offers such excitement for a commuter bike that 'Chalta nahin, daudta hai' was a perfect expression to separate this stylish bike from the rest of the crowd in the segment,” said Pradyumna Chauhan, Senior Creative Director, O&M.
The 50-second TVC was shot by Vinil Mathew of Footcandles Films and has just gone on air. The edited version of the advertisement will go on-air too. The use of other medias is currently under execution, Avasthi informed.
The TVC:
Credits:
National Creative Director: Abhijit Avasthi
Creative team: Abhijit Avasthi, Mahesh Gharat, Pradyumna Chauhan
Account Management: Dharam Valia, Rajan Pillai, Santanu Ghatak
Production house: Footcandles films
Director: Vinil Mathew
Executive Producer: Swadha Kulkarni