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(2 votes, average: 4.50 out of 5)
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You have tried it all – jaw dropping stunts with pulse racing rock music, foreign locations, slick execution and highly stylized content! Now, how do you go about re-launching a trusted brand? How to do the new? We didn’t know the answer was this simple: ”Just go back to the roots.” The boys, at Bajaj, have done it in style for the ads of their new Discover 100 cc brand!
Now let’s go back to the (pardon the pun) discovery of the brand Discover. Launched in 2005, this bike met with moderate success in the 125 and 135 cc market. Bajaj had been hell bent on avoiding the 100 cc market. But, the blockbuster success of Passion and the Splendour models of Hero Honda, year on year, made them rethink their strategy.
End result – enter Discover 100 cc DTS-Si. But just to gain an inch into the highly monopolized 100 cc market meant that, Bajaj had to come up with an eyeball and attention grabbing campaign, for its new baby.
One can just imagine how the campaign would have come about. In the boardroom-“How to come up with new brand ideology for Discover?” Discover! Discover!! Discoverrrrr!!!“That’s it. Hurray”. (Disclaimer: This is not what might have actually happened). The end result was, the basic interpretation of the word: Discover. Being in such a geographically diverse and culturally rich country like India, I guess they didn’t have to look further. We were treated to the innovative creative television, print and web campaign-“Discover India with the power of 1 litre”.
Giving a true insight into their brand name, the TVC takes us with them on a ride (behind a Discover bike, I presume) to explore lesser known but highly fascinating parts of India. We are introduced to the Magnetic Hill in Ladakh, where vehicles are pulled uphill by magnetic forces: Mattur, near Mangalore – a Vedic village, where the natives converse in the ancient language, Sanskrit: Jambur, near Junagadh – India’s own little mini Africa and Shani Shingnapur, near Aurangabad, where the door-less houses are protected from theft and robbery by Lord Shani.
The TVC show: unsuspecting Discover riders accidentally coming upon these unusual places. As common with bike ads, the features of the bike’s shock absorbing suspension, easy maneuverability and stunning good looks are highlighted in the ad, as the rider encounters uneven terrains, to reach these places.
But, if you pay a bit more attention, the singular theme being promoted through these ads, is the bike’s mileage. In other words, the ads simply say: “ Hey, all these fancy places have been here all along! You just didn’t bother to look. But it isn’t too late. Go on that adventurous trip now and don’t be worried about the cost. The bike’s super mileage takes care of it for you.”
An astounding overall mileage of 87 kmpl (102 kmpl on highways) establishes the bike as the most fuel efficient, in its class. All the places are just 100 kms from the aforementioned big cities. But herein lies the catch, with the catch line: “Discover India with the power of 1 litre”.
The ad works because it knows its target customers and what they are looking for, in this bike. For a 100 cc bike owner -, jaw dropping looks and impressive girls – are just added advantages. They can live without it too. Case in point – Hero Honda Splendour and CD Dawn. He is an everyday city commuter, who needs the bike to reach point A from point B. But he doesn’t want a hole in his pocket, after the daily rides. You give him fuel saving options and he considers your bike-seriously. Plus, it gives you the above mentioned added advantages too.
This campaign is surely going to help Bajaj, in staking a healthy claim in the 100 cc profitable market pie. The 100 cc, being the most profitable and sales driving market for two wheelers, this translates into big bucks for the company.
Bajaj is known for its ads, which have a deep impact. No one can forget its legendary “Hamara Bajaj,” “ Definitely Male,” “Feel like God” and “Pulsar Mania” campaigns. It seems that the Discover ad campaign is set to join this prestigious list.
Sonal Bhadoria
(2 votes, average: 4.50 out of 5) Loading ...
This is exactly the sort of blog that answers my inquiries. Data is great and definitely understandable. Please continue to write more about this topic.