Bajaj Discover takes element of fun further with new TVC

18 Mar,2015

By A Correspondent


With an aim to further strengthen its position in the market, Bajaj Discover has launched an integrated campaign underlining that responsibility does not mean the end of romance, joy and fun.


The new campaign titled ‘Bajaj Discover Life Banaye Zing Zong’ explores typical married relationships and highlights how the spark gets lost over time. Discover, powered by its unique DTSi engine, promises to help couples across India bring the spark back and make their life Zing Zong again. Three films titled Brake, Cross Leg and Bag address three specific barriers that symbolise the missing spark. All the three films are currently on air.


Apart from TV, the campaign’s media plan includes digital, press, outdoor, radio and activation.


The Zing Zong Ride was launched on 8th February 2015, which is World Marriage Day, with TV stars Gurmeet and Debina in Mumbai, Shree and Shamita in Chennai and Nirupam and Manjula in Hyderabad. A call for entry using multiple mediums was initiated where participants were asked to enrol for the ride by filling in their details and explaining why they would like to be a part of the ride. Zing Zong Ride will be aired online in the form of webisodes on Bajaj Discover‟s official YouTube channel – Bajaj Discover TV.


The second activation idea is aimed at giving an experience of ‘Zing Zong’ at Bajaj dealerships. It is called ‘Zing Zong World Tour’, and is designed as a virtual experience where couples get themselves clicked against famous romantic spots of the world. Personalised video clips of the virtual world tour are shared with prospective buyers, thus creating memories for them in times to come.


Sumeet Narang, Senior Vice President – Marketing, Bajaj Auto, explains the thought process behind the campaign, “While most brands in the mid-two wheeler segment talk about the same old price and efficiency features, Bajaj Discover‟s new campaign showcases how the brand can deliver a higher order benefit of reviving relationships. As for the Zing Zong Ride, it is a real life demonstration of how the brand fulfils its purpose of bringing romance back in the lives of married couples.”


Raj Deepak Das

Raj Deepak Das, Chief Creative Officer, Leo Burnett, says, “Bikes have been a predominantly male driven category and most ads induce buyers to think rationally. We wanted to break free from this rationality approach and talk about how Bajaj Discover can play a vital role in their lives. The Zing Zong ride will showcase couples rekindling romance. It effectively communicates the message that no matter what, in life one must not compromise on fun, joy and romance.” He further adds, “With this campaign our aim is to achieve maximum impact by creating multiple touch points across traditional media, digital, and experiential.”


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