Celebrate National Pride Every Day, Bajaj V’s New Campaign Inspires Indians

Bajaj Auto has unveiled a new film for the V, the motorcycle that is forged from the metal body of India’s pride and legendary warship, the INS Vikrant. The film-led campaign poses an important question to the viewer: Why should the mind evoke national pride only on select days of the year, only to be forgotten for the rest of the days?

Like the very core idea behind the Bajaj V, the new film, too, aims to inspire people to cherish India’s rich and glorious history and feel a sense of pride every single day. In what is probably the first time ever in Indian advertising, the story is narrated from the point of view of a real life war hero. Rear Admiral S. K. Gupta, a Mahavir Chakra Awardee who served aboard the INS Vikrant in the 1971 Indo-Pak war. He features in the film and passionately speaks of how the Bajaj V instills pride in us every single day.

Bajaj V, launched on Republic Day earlier this year, created quite a stir in the market, with its first campaign - clearly establishing their distinct positioning of being made of pride.

Sumeet Narang, Vice-President, Marketing, Motorcycles, Bajaj Auto, says, “With the V, we are not just selling motorcycles but celebrating the pride of the nation. Consumers are also playing back this feeling of pride. The new campaign takes the proposition forward and talks about how the V helps you experience pride every day, and not just on select occasions of national significance.”

Speaking about the campaign, RajDeepak Das, Chief Creative Officer, Leo Burnett India, says, “As a nation we are a bunch of proud people. The legacy of the INS Vikrant that lives on with the Bajaj V reminds us of all the sacrifices and victories we’ve made as a nation, and today we can celebrate that pride everyday. This formed the core to our thinking for this film. We kept it true, honest and pure.”

While Leo Burnett and Bajaj Auto were focused on setting the context of pride and the piece of history one can own in their launch film, this film marks the second phase of the campaign.

Narang adds, “Our focus on pride as the core of our offerings has really touched a chord with our customers and potential customers. Our objective this time around was therefore to deliver a sharper, more poignant brand story to our audience. We wanted to talk about an aspect of pride that people can relate to, which people associate us with.”

The film has been directed by Prakash Varma of Nirvana Films.

Watch the films here:

-        https://www.youtube.com/watch?v=oIaM568C5Wo (short version)

-        https://www.youtube.com/watch?v=Zrux0o-5H4A (extended version)

CREDITS

Bajaj Auto team

Vice President - Marketing (Motorcycles), Bajaj Auto: Sumeet Narang   

Deputy General Manager, Bajaj Auto: Soumya Das

Manager Marketing: Ashish Ohliyan        

Leo Burnett team

Chief Executive Officer - South Asia: Saurabh Varma

Chief Creative Officer: RajDeepak Das               

Vice President: Sanju Menon         

Associate Vice President: Rajiv Wadhwa

Brand Associates: Anuj Abraham, Priya Daryani  

Brand Strategy Associate: Akshaya Karanth

Executive Creative Directors: Prajato Guha, Sachin Kamble   

Creative Directors: Kevin Lobo, Vikrant Yadav

Art Directors: Deepak Jage, Vikrant Wadkar      

Copywriter: Vivek Unnikrishnan    

Production house: Nirvana Films

Director: Prakash Varma