Best Media Info

Editor’s Picks
Cannes Lions 2018

Guest Times

Go hyper-riding with Bajaj’s Dominar 400

Conceptualised by Ogilvy & Mather, the new ad is a follow-up of the ‘Haathi Mat Palo’ campaign. Each film shows how hyper-agility, control, performance and technology make Dominar a perfect hyper-riding machine

Click on the Image to watch the TVC.

Bajaj Auto Ltd.’s earlier ‘Haathi Mat Palo’ campaign juxtaposed its Dominar 400 against the traditional notion of owning big bikes in a tongue-in-cheek way using the ‘elephant’ analogy. The phrase had stirred a dormant sentiment among the biking fraternity and had put forth a new language of biking, hyper-riding.

The new campaign is designed to highlight Dominar’s benefits such as long distance riding comfort, precision control, high-speed agility, off-roading capabilities and modern technology features. The campaign questions the ardent followers of traditional big bikes about their choice by highlighting these specific shortcomings and encourages them to move on to modern day motorcycling.

Sukesh Nayak

Sukesh Nayak, Chief Creative Officer, Ogilvy West (India), said, “The 'Haathi mat Palo' campaign started a new conversation amid the biking community. A conversation that put technology before tradition. The sequel of this campaign takes the story further. Each story is based on a true insight. Told in a most memorable manner, these stories will provoke the riders to rethink what they choose to ride when they go touring.”

Sumeet Narang

Elaborating, Sumeet Narang, VP Marketing Bajaj Auto Ltd., said, “Long distance and leisure touring has been devoid of modern motorcycling technology and performance in our country. By offering size as well as superlative performance, Dominar attempts to redefine and raise the biking standards in the country. While our first campaign provoked riders to answer a question, what’s size without performance?, the follow-up campaign further establishes the essentials of new-age long distance touring. Each film taps on a pain point faced by the riders on traditional big bikes and how Dominar with its hyper-agility, control, performance and technology, makes it a perfect hyper-riding machine.”

The campaign will be supported on TV with a whole bunch of outdoor and digital initiatives.

So the next time you are thinking about going on a long ride, don’t just go riding…go hyper riding.

The campaign is out with three films and there are more to follow.

The TVCs:

#HaathiMatPalo 1

It’s high time to brake away from the herd.

 #GoHyperriding with the #Dominar400. #HaathiMatPalo

#HaathiMatPalo 2

Cold starts getting you hot and bothered?

#GoHyperriding with #Dominar400. #HaathiMatPalo

#HaathiMatPalo 3

Get ready to torque the talk.

#GoHyperriding with #Dominar400 to scale new heights. #HaathiMatPalo


Client: Bajaj Auto Ltd. (Dominar 400)

Agency: Ogilvy & Mather, Mumbai

CCO West: Sukesh Nayak

Creative Team: Hemal Jhaveri, Prasanna Bhave

Account Management: Joydip Niyogi, Sheetal Pritmani

Planning: Prem Narayan, Ganapathy Balagopalan, Aditya Arora

Director: Farouk AlJoffery

Post a Comment