Country’s second largest two wheeler maker Bajaj Auto has now come up with new Discover 125cc ad campaign. The new ad campaign speaks about the Discover 125cc more powerful engine and ride pleasure which is not available in best selling commuter motorcycle. The tag line refers to Indian consumer’s “Chalta hai” attitude. The ad shows three persons whose first preference was to buy Discover 125cc. However, they changed their decision under the influence of father, wife and boss respectively and bought other commuter motorcycles. Although the names are beeped, one can easily make out which motorcycle the advertisement speaks about!
Commenting on K Srinivas, President – Motorcycle Business, Bajaj Auto said, “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. Given the fact that Bajaj Discover offers much more, what distinguishes the Discover from other bikes in its segment is the power and thrill it offers the rider. So, we wanted the new communication to reflect that clearly.”
Explaining the ad campaign Abhijit Avasthi, National Creative Director, O&M, said “The brief was to create a differentiated position for the fastest selling 125 cc motorbike in the country. We wanted to dramatise this fact. The baseline ‘Chalta nahin, daudta hain’ takes a light-hearted dig at those with the ‘chalta hai’ attitude in life.”
It seems like the slowdown in two wheeler industry is forcing auto manufacture to come with new advertisement to increase the sales. The slowdown is mostly affecting the commuter segment and it is the segment which is seeing more new ad campaigns.