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Ogilvy & Mather rides away with Bajaj Auto’s Dominar 400

The agency won the mandate in a multi-agency pitch which lasted more than two months. Bajaj Auto’s roaster agencies participated in the pitch

BestMediaInfo Bureau | Mumbai | December 2, 2016


Ogilvy & Mather has announced that it has won the integrated creative mandate of Bajaj Auto’s upcoming luxury bike Dominar 400, after a rigorous pitch process lasting more than two months. The news was first broken by on October 20, 2016.

Bajaj Auto has multiple agencies on the panel for motorcycles, including Leo Burnett, Mullen Lintas, Lowe Lintas and Ogilvy & Mather, all of which participated in the pitch.

In our report titled Ogilvy & Mather wins creative mandate for Bajaj Auto’s upcoming luxury bike, we had reported that Ogilvy & Mather had won the mandate for Bajaj Auto’s upcoming premium category bike.

The size of the account is yet to be ascertained, but going by the market anticipation, it is going to be one of the most talked about launches of this year.

Sumeet Narang, VP Marketing, Bajaj Auto, said, “Dominar has been one of the most awaited launches. It will be the biggest and most technologically advanced bike from our stable and we expect it to take motorcycling in India to a next new level. We therefore wanted a concept that was unusual yet something that bikers could connect well with. We found the idea presented by Ogilvy meeting that expectation and having sufficient play for future build ups.”

Abhik Santara Abhik Santara

Abhik Santara, EVP, Ogilvy Mumbai, commented, “This win is really special. It is about creating a whole new world of biking, something which we had done for Pulsar many moons back. Sumeet gave us a very clear brief on this and the chances of misinterpreting it were practically zero, which made the pitch process even more difficult. Our strategy and creative had to be razor sharp to stand out. We are proud that we had both, and more importantly, a client who spotted it in one shot. The Ogilvy team working on Bajaj across planning, servicing and creative – quite a few of them are avid bikers – had the most satisfying time working on this pitch and are now fully gearing up to manage the launch.”

Sukesh Kumar Nayak Sukesh Kumar Nayak

Sukesh Nayak, ECD, Ogilvy Mumbai, who believes that this was one of the sharpest and yet toughest briefs to crack, added, “We knew the feeling needed to evoke with the rider and yet find a cut which was never done in the biking world. But once we had cracked the idea, we knew it. There was no looking back from there and it is one of those rare cases where the pitch campaign is being produced for the final launch. Fingers crossed, this will surely make bikers take note.”

For the record, Ogilvy India already manages the Pulsar and Platina brands.

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