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Bajaj V- The Nation's Bike (Digital-led launch, Integrated)
Campaign Overview
A never seen before idea had to have a launch that people had not seen before. We shunned the regular mass media approach and instead created a first-of-its-kind integrated burst campaign using digital and social media around 26th Jan, India’s Republic Day. Our core idea: BAJAJ V – FORGED WITH THE NATION’S PRIDE. The invincible metal of INS Vikrant gave birth to The Nation’s Bike. We enlisted war veterans who served the warship–including those who fought the 1971 Indo-Pak War–the “Sons of Vikrant”. They became the evangelists who were central in driving the narrative that resonated with all of India.
Results: 11000 bikes sold on Day 1 of launch, with digital being the lead medium in driving conversions.
Awards
Gold, Creative Effectiveness- Cannes Lions, 2017
Gold, Integrated Campaign, Spikes Asia- 2017
Merit, Cross Platform, The One Show- 2017
Wood Pencil, Integrated Campaign - D & Ad, 2017
Blue Elephant, Integrated Campaign- Kyoorius Creative Awards, 2017
Role
Spearheaded the digital leg of the campaign, overseeing the work of copywriters and designers and working closely with the offline team to ensure that an idea borne out of an onground activation, created disproportionate buzz through use of various platforms including Facebook, Twitter, Youtube and the microsite.
When INS Vikrant, India’s most decorated warship-was reduced to scrap, Bajaj Motorcycles saw an opportunity and brought to life Bajaj V, a bike forged from the metal of Vikrant. Our task was to launch Bajaj V led by digital media and let India know what made this bike unique.
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