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Ogilvy to creatively project Dominar's supremacy

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MUMBAI: Ogilvy India won the prestigious business of this new brand Bajaj Auto?s Dominar 400 after a rigorous pitch process lasting over two months.

The size of the account is yet to be ascertained, but going by the market anticipation of this bike, this is surely going to be one of the most talked about launches of this year.

Bajaj Auto VP Marketing Sumeet Narang: Dominar has been one of the most awaited launches. It will be the biggest and most technologically advanced bike from our stable and we expect it to take motorcycling in India to a next new level. We therefore wanted a concept that was unusual yet something that bikers could connect well with.

Ogilvy Mumbai EVP Abhik Santara: Sumeet gave us a very clear brief on this and the chances of misinterpreting it were practically zero. Our strategy and creative had to be sharp like a razor to stand out. The Ogilvy team working on Bajaj across planning, servicing and creative (quite a few of them are avid bikers) had the most satisfying time working on this pitch and are now fully gearing up to manage the launch.

Ogilvy Mumbai ECD Sukesh Nayak believes that this was one of the sharpest and yet toughest briefs to crack, said: We knew the feeling it is needed to evoke with the rider and yet find a cut which is never done in the biking world. But once we had cracked the idea, we knew it.

Ogilvy India also manages the Pulsar and Platina brands.

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