For any average Indian motorcyclist, a normal day on road would equal a ride on a rollercoaster. The unpredictability of Indian roads keeps the rider on the edge of his seat, literally; holding on to his dear life as he bumps his way through potholes and pits. It is this scenario that Bajaj promises to change in its latest TVC that promotes its new bike Platina ComforTek.
The campaign, which targets the rural population, demonstrates ComforTek’s unique superior suspension and claims to reduce friction by 20% ensuring smoother rides for its users.
It is the rural population who tend to ride for longer durations and hence comfort becomes paramount says Sukesh Kumar Nayak, executive creative director, Ogilvy & Mather. “Most people who buy in this sector tend to ride the bike from one end of the town to the other. Thus, comfort was our catching point rather than mileage which most other bikes in this sector focus on,” he says.
Another unique feature of the campaign is that the consumers can personally experience the brand promise through any of their touch points says Sumeet Narang, vice president- marketing, Bajaj Auto. “We are taking this demonstration on-ground as well as to the dealerships across the country using chest mounted cameras. The customers will be able to experience the benefit communicated in the ad, which would add to the credibility of the message and the brand.”