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Lowe snatches Bajaj Discover creative duties from O&M

MUMBAI: It is celebration time at the Lowe stable as yet another Bajaj account lands in Lowe's Kitty. Bajaj Discover, which was being handled by O&M, has just moved to Lowe. In effect, now Lowe handles 3 of the 4 Bajaj bike brands - CT 100, Avenger and Discover.

Bajaj Auto GM marketing KS Grahapati confirmed the same to Indiantelevision.com, stating that the account moved last week, although he did not divulge any details on the reason for the shift.

Lowe's senior vice-president Tarun Chauhan confirmed the development as well.

Flashing back to the close of 2004, Bajaj saw it consolidate its bike accounts with Leo Burnett bagging Pulsar, Lowe taking Bajaj CT 100 and Avenger and O&M bagging Bajaj Discover.

O&M in 2004 had roped in Jackie Chan for the launch commercial of Bajaj Discover. The bike, which was launched in the first week of October 2004, was priced at Rs 39,997.

The two wheeler category has primarily three segments - Premium / sport, commuter/economy and the aggregative segment.

While Pulsar straddles the premium segment, CT 100 is in the economy lane. In the aggregative segment, Bajaj earlier had Wind and Calibre, both of which were phased out to be replaced by Discover.



The Discover brand is being re-launched and the campaign will hit the tube in third week of August.

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