Bajaj Auto launches Platina with Jhalak Dikhlaja campaign

BANGALORE: In a bid to redefine benchmarks and grab a major stake in the two wheeler market which is dominated by the 100cc motorcycle segment, Bajaj Auto (BAL) today launched their first of the five launches expected this year – the 100 cc Platina.



The two wheeler market, or to be more specific the motorcycle market had seen a growth of 19 per cent in the last fiscal (2005-06) which is two percent lower than that of the preceding year (2004-05). BAL claim that they grew faster than the market. They have achieved 32 per cent for 2005-06 and 42 per cent for 2004-05.



Bajaj claims market leadership in the top three of the four segments in the motorcycle market – the 180cc where they claim 56 per cent market share through that their Pulsar 180 and Avenger, 63 per cent of the pie in the 150 cc segment dominated mainly by their Pulsar150, 45 per cent in the 125cc segment and 27 per cent in the 100cc segment. Hero Honda is the bigger player in this segment with 51 per cent of the pie. Overall, Bajaj claim 31 per cent market share in the motorcycle market.  


Platina will augment their existing CT100 and the Discover112 in the 100cc segment and Bajaj are optimistic of grabbing 50 per cent market share in this segment too, which will boost up their stake to the 35-40 per cent in the motorcycle market.

'Jhalak Dikhlaja' (Show me a Glimpse) from the popular Hindi song is the theme of the campaign for this bike. The campaign will be mainly through TV as per a BAL Sr. Mgr-Marketing executive.

A TVC created by Lowe was screened during the press conference in Bangalore showed a young woman driving a car on the highway at night striving to catch a glimpse of a young man on the bike as he weaves through the beams of her headlights on a curved road. Her bewilderment is obvious when he suddenly disappears from view, and then a smile when she espies him in her rearview mirror. The entire sequence has the background score of 'Jhalak Dikhlaja'.

"For a new product's all India launch, we spend around Rs.100 to 150million for marketing and campaigns. I am sure that you can expect the same in the case of Platina too," revealed a company source who did not want to be named.

The other ad agencies that also handle the Bajaj account are Leo Burnett and O&M.

Two versions – the basic one costing Rs.34,000 and the high end version with alloy wheels coating Rs.36,000 (both ex-showroom-N. Delhi) were unveiled. The basic version comes in three colours – Red, Blue and Black and the high-end version in platinum silver.




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