Ogilvy Mumbai executes a dominant campaign for Bajaj Dominar 400

18 Aug,2017

By A Correspondent

 

A challenger brand wishing to take on a behemoth is not something new in communication.The recent Dominar 400 from Bajaj is doing exactly the same.

 

Said Sumeet Narang, VP Marketing Bajaj Auto Ltd: “Long distance and leisure touring does not have to be devoid of modern motorcycling technology and performance. Dominar 400 identifies this glaring need gap and offers an athletic option which takes touring to a new level, not experienced by most riders in India. The brand task is to establish this form positioning and provoke answer to a question – what’s size without performance?”

 

Added Sukesh Nayak, CCO, Ogilvy West (India): “‘Hathi Mat Palo’ is a phrase we often use to define being stuck with something that is dated and heavy on the pocket. Our big idea is based around this thought. We used the phrase to create a powerful execution that is designed to provoke the big motorcycle riders stuck with dated technology.”

 

Other than a TV, the campaign consists of outdoor, and digital initiatives.

 

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