Campaign created by Mullen Lintas to promote the new relaunched Bajaj Discover motorcycle range
Discover, from India's leading two-wheeler brand – Bajaj Auto, has released a new campaign. It has been conceptualised by Mullen Lintas. Bajaj Auto had recently re-launched the Discover with an upgraded Discover 125, and an all-new Discover 110.
Discover has always stood for excitement. Every Discover is known for its peppy, powerful engine which delivers an exciting ride at the twist of the throttle. The new Discovers carry forward that legacy of exciting performance with an all-new long-stroke engine. It also has the additional advantage of exciting looks with first-in-class LED DRLs, first-in-class digital instrument display panel, all new stylish graphics, and a host of other style and performance upgrades. The new campaign shows how an exciting ride on the new Discover makes you as ‘zindadil’ as in your younger days.
Sumeet Narang, Vice President – Marketing, Bajaj Auto said “Discover is our brand which offers an energetic and spirited riding experience to daily commuters. It differentiates itself from the rest of 100-125cc commuter brands by offering a more fun bike to our customers who see themselves as hard working family men burdened with responsibilities. Finding a relevance for Discover’s promise of performance was critical. Immersions with family men between 30-40yrs in large and small towns helped us arrive at the brand insight of how the boy in every man is always alive. Discover’s spirited riding can help him come out, once in while”
Commenting on the campaign, Ayyappan Raj, Executive Vice President, Mullen Lintas said “It’s quite an important and significant campaign for us, considering the task of reintroducing brand Discover. The brief from the brand team was about how the new Bajaj Discover with stylish features, powerful engine brings out the youthfulness in the rider and that’s exactly what we have managed to capture with ‘Bano Zindadil’. There’s a lot of activities planned across media, ensuring this idea travels to a larger audience.”
The song in the film, “Behti Hawa” from the movie 3 Idiots interestingly stirs the youthful memories in an office-goer. The communication captures the emotions that the rider goes through while enjoying the experience of his new Bajaj Discover.
Shriram Iyer, President & NCD, Mullen Lintas said “Bikes have always evoked or revived youthfulness in the rider. We worked this insight into our story for this campaign. In this spot, the power and looks of the new discover add life back to the rider and help him find the “missing boy” inside him. The message “Bano Zindadil” caps the proposition and the attitude that we wanted to land. The song “Behti Hawa” from the movie 3 idiots transforms it into a more present tense as the rider begins to discover that the boy in him is back!”
The campaign has gone live from 1st February, and will be visible on television, print, outdoor and digital.
Clients:Sumeet Narang, Soumya Das
Creative Agency:Mullen Lintas
Planners:Ekta Relan, Pallavi Bhosale
Account Management:Ayyappan Raj, Ahsan Khan, Anchal Shah
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