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New Bajaj Discover campaign celebrates the boy in every man

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MUMBAI: Discover, from India's leading two-wheeler brand – Bajaj Auto, has released a new campaign conceptualised by Mullen Lintas. Bajaj Auto had recently re-launched the Discover with an upgraded Discover 125, and an all-new Discover 110. The campaign went live from 1 February and will be visible on television, print, outdoor and digital.

Bajaj Auto Marketing VP Sumeet Narang said, “Discover is our brand which offers an energetic and spirited riding experience to daily commuters. It differentiates itself from the rest of 100-125cc commuter brands by offering a more fun bike to our customers who see themselves as hard working family men burdened with responsibilities. Finding relevance for Discover’s promise of performance was critical. Immersions with family men between 30-40yrs in large and small towns helped us arrive at the brand insight of how the boy in every man is always alive. Discover’s spirited riding can help him come out, once in a while.”

The new Discover carries forward that legacy of exciting performance with an all-new long-stroke engine. It also has the additional advantage of exciting looks with first-in-class LED DRLs, first-in-class digital instrument display panel, all new stylish graphics, and a host of other style and performance upgrades. The new campaign shows how an exciting ride on the new Discover makes you as ‘zindadil’ as in your younger days.

Mullen Lintas EVP Ayyappan Raj said, “It’s quite an important and significant campaign for us, considering the task of reintroducing brand Discover. The brief from the brand team was about how the new Bajaj Discover with stylish features, and powerful engine bring out the youthfulness in the rider and that’s exactly what we have managed to capture with ‘Bano Zindadil’. There are a lot of activities planned across media, ensuring this idea travels to a larger audience.”

The song in the film, “Behti Hawa” from the movie 3 Idiots interestingly stirs the youthful memories in an office-goer. The communication captures the emotions that the rider goes through while enjoying the experience of his new Bajaj Discover. 

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