In an attempt to create more happy commuters, Bajaj Auto unveils a brand new campaign for Bajaj CT100, India’s favourite entry-level commuter bike.
The campaign launch comes after the much anticipated relaunch of the bike across markets in India. The auto major has already made a significant impact in the category with as many as 150,000 CT100s sold in less than 100 days.
Titled “Khushiyon Ka Jackpot”, the campaign by Leo Burnett is a refreshing expression of the sheer joy a family feels at the purchase of a new bike. It highlights how a new bike brings happiness to a family that has made a decision to go mobile for the first time.
Sumeet Narang, Vice President, Marketing, Bajaj Auto, says: “CT100 has been one of the most successful motorcycle launches in 2015. Having already established its impact in a span of just 6 months, it is time we build on the momentum and make CT100 an undisputed leader in the entry level commuter segment. In a segment that is riddled with communication talking about product benefits, this new campaign takes a differentiated stand by focusing on the intangible aspect of life – that is the happiness that comes homes with the first two-wheeler. I’m sure this creative will succeed in a big way by creating a strong emotional connect with the consumer, thus making CT100 the No.1 choice amongst the Indian populous.”
RajDeepak Das, Chief Creative Officer, Leo Burnett India, elaborates on the creative thought, “For an Indian family, purchase of a first bike symbolises progress and prosperity. It gives them a sense of joy, happiness and the hope that they would continue to move forward strongly on the path of success. With this campaign we wanted to demonstrate that and bring alive the emotion of happiness and the spontaneity that a new bike brings to an Indian family.”
Source: Little Black Book