Debrief: Bajaj Discover: From Hero to Zero

21 Feb,2012

By Anil Thakraney


Looks like The Hindu’s new campaign is going to unleash an avalanche of ‘beeps’ in Indian advertising. No, not to camouflage swear words, but to trash rival brands without naming them. So, all fun and no legal tensions.


The latest brand to discover the beep sound is Bajaj Discover. In their ad, they have attempted to project the rival brand (read Hero) as the one meant for those who settle for the second best, buggers who compromise in life. The TVC contains testimonials from such people. One guy says he deliberately bought a slower bike so that his boss does not get the impression that junior wants to overtake him. A young lady says she asked her hubby to buy a thakela bike because now that the chap is married, he doesn’t need to show off. ‘Chalta nahin, daudta hai’, is the message.


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Strategically, the commercial makes sense. With the negative approach, Bajaj shows the market leader in a poor light, and in this testosterone-charged product category, such an approach will work. At the very least, it would make bike buyers give Bajaj Discover a nice try before they make up their minds on the brand of choice. Another good thing is the fresh use of the testimonial route. Usually, consumers are made to sing paeans for the advertising brand, but in this case testifiers are people who bought the rival brand.


The only weak part is the treatment. The situations and the overall direction is too laidback and dheela. Surely they could have executed the whole idea with a lot of flair and excitement. The Hindu ads scored better on this parameter.


Rating: (On a scale of 1 to 5): 3. Not really a ‘heroic’ effort but chalega ji!


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One response to “Debrief: Bajaj Discover: From Hero to Zero”

  1. Dev Kumar says:

    Its a light weight bike with loaded with fuel efficient engine and stunning looks.But it has to face a strong competition from Dream Yuga,Hero Platina and Twister.

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