Bajaj Eliminator creative moves to Lowe

MUMBAI: Lowe has reason to smile. The year end has brought into Lowe's kitty yet another Bajaj account, that of the new upgraded Bajaj Eliminator DTSI. The account size pegged at Rs 100 million.

Earlier this year, Lowe bagged the Bajaj CT 100 account.

The agencies that pitched for the account were O&M and incumbent Leo Burnett.

Lowe executive creative director R Balakrishnan confirmed the development.

Says Bajaj vice president business development and marketing RL Ravichandran, "Lowe's creative fit the bill and hence the decision to be with Lowe. Although all the competing agencies came very close." When queried about the account size, Ravichandran pegged the annual spend at Rs 100 million.

The campaign is expected to kick off in mid-February but that is dependent on the production ramp up of Bajaj Eliminator.

There were four Bajaj brands up for grabs this year --- Bajaj Pulsar, Bajaj CT 100, Bajaj Eliminator and Bajaj Wave. Bajaj CT 100 and Eliminator were bagged by Lowe and Bajaj Pulsar went to Leo Burnett. The outcome as regards Bajaj Wave is still awaited.

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