Bajaj Discover seeks to bring the spark back in married couples
Leo Burnett has conceptualised the campaign featuring three films that showcase how the two-wheeler brand fulfils its purpose of bringing romance back in the lives of married couples
Bajaj Discover seeks to bring the spark back in married couples
Leo Burnett has conceptualised the campaign featuring three films that showcase how the two-wheeler brand fulfils its purpose of bringing romance back in the lives of married couples
BestMediaInfo Bureau | Mumbai | March 19, 2015
Click on the image to watch the TVC.
Bajaj Discover, with an aim to strengthening its position as a stylish and premium commuter, has launched an integrated campaign, which underlines that responsibility does not mean the end of romance, joy and fun.
Titled 'Bajaj Discover Life Banaye Zing Zong', the campaign explores typical married relationships and highlights how the spark gets lost over time. Three films, titled 'Brake', 'Cross Leg' and 'Bag', address three specific barriers that symbolise the missing spark.
Apart from TV, the campaign's media plan includes digital, press, outdoor, radio and activation. As part of the on-ground activation efforts, the Bajaj Discover Zing Zong Ride features a ride where eight selected couples get a chance to ride on the Discover, covering over 3,000 km and forming a heart shaped symbol on the map of India.
The agency informed that the genesis of this activity came from a survey that the brand had commissioned among married couples. The intent of this survey was to understand the behavioural changes married couples witness post marriage and determine whether they share the same spark or the zing which they did in their honeymoon period.
Findings from this Bajaj Discover-IMRB Relationship Survey vindicates the campaign and the Zing Zong Ride, stating that an overwhelming 94 per cent of couples in India witness a decline in romance post marriage. Another interesting fact that the survey threw up was that couples find a ride on a bike to be more romantic than dining out or watching movies.
The Zing Zong Ride was launched with TV stars Gurmeet and Debina in Mumbai, Shree and Shamita in Chennai, and Nirupam and Manjula in Hyderabad. A call for entry using multiple mediums was initiated, where participants were asked to enrol for the ride by filling in their details and explaining why they would like to be a part of the ride. Zing Zong Ride will be aired online in the form of webisodes on Bajaj Discover's official YouTube channel – BajajDiscoverTV.
The second activation is aimed at giving an experience of 'Zing Zong' at Bajaj dealerships, called the 'Zing Zong World Tour', and is designed as a virtual experience, where couples get themselves clicked against famous romantic spots of the world. Personalised video clips of the 'virtual world tour' are shared with prospective buyers, thus creating memories for them in times to come.
Sumeet Narang, Senior Vice-President – Marketing, Bajaj Auto, explained the thought process behind the campaign and said, “While most brands in the mid-two wheeler segment talk about the same old price and efficiency features, Bajaj Discover's new campaign showcases how the brand can deliver a higher order benefit of reviving relationships. As for the Zing Zong Ride, it is a real life demonstration of how the brand fulfils its purpose of bringing romance back in the lives of married couples.”
RajDeepak Das
Raj Deepak Das, Chief Creative Officer, Leo Burnett, added here, “Bikes have been a predominantly male driven category, and most ads induce buyers to think rationally. We wanted to break free from this rationality approach and talk about how Bajaj Discover can play a vital role in their lives. The Zing Zong ride will showcase couples rekindling romance. It effectively communicates the message that no matter what, in life one must not compromise on fun, joy and romance.”
He further said, “With this campaign, our aim is to achieve maximum impact by creating multiple touch points across traditional media, digital, and experiential.”
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