Bajaj Discover to ride on Ogilvy's campaign

MUMBAI: Bajaj Auto‘s Discover the commuter master brand has come out with a new campaign that is conceptualised and executed by Ogilvy Mumbai.

Bajaj Auto president - motorcycle business K Srinivas said, "The Brand Discover has done well clocking 110,000 numbers per month but we need to take it to the next level. Auto brands have been talking about mileage and maintenance for years. Today, these parameters might not help drive preference. Consumers see them as generics and want a better drive-feel, even from commuter bike offerings. Millions of Discover riders find their ride exciting with power at the fingertips for an amazing ride feel. We wanted the new communication to reflect that clearly. "

The campaign will stress on the power and thrill of riding the bike.

Ogilvy NCD Abhijit Avasthi added: "What distinguishes the Discover from other bikes in that segment is the power and thrill it offers the rider. It‘s this compelling proposition the film and the baseline ‘Chalta nahin, Daudta hain‘ aims to capture, in a tongue-in-cheek way. I think the idea is unique in that it is a testimonial by those who don‘t have the product they really wish they had. It takes a light-hearted dig at those with the ‘chalta hai‘ attitude in life".

The film was shot by Vinil Mathews of Footcandles Films.

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