Ogilvy Mumbai creates new TVC for Bajaj Discover!

Discover, the commuter master brand in Bajaj Auto's portfolio has just come out with a new power commuter campaign. Conceptualized and executed by Ogilvy Mumbai, the positioning is aligned to Bajaj Auto's strategy of democratizing performance and delivering higher order benefits like power to everyday commuters as well.

K. Srinivas, President - Motorcycle Business, Bajaj Auto says "The Brand Discover has done exceedingly well clocking 110,000 no.s per month but we need to take it to the next level. Auto brands have been talking about mileage and maintenance for years. Today, these parameters might not help drive preference. Consumers see them as generics and want a better drive-feel, even from commuter bike offerings. Millions of Discover riders find their ride exciting with power at the fingertips for an amazing ride feel. We wanted the new communication to reflect that clearly. "

Abhijit Avasthi, National Creative Director, Ogilvy said "What distinguishes the Discover from other bikes in that segment is the power and thrill it offers the rider. It's this compelling proposition the film and the baseline 'Chalta nahin, Daudta hain' aims to capture, in a tongue-in-cheek way. I think the idea is unique in that it is a testimonial by those who don't have the product they really wish they had. It takes a light-hearted dig at those with the 'chalta hai' attitude in life".

Mahesh Gharat, Group Creative Director, Ogilvy, says "Discover is poised to dislodge the competitor bikes more and more, so the commuter testimonial in a way represented their sentiment and also showed how people with these sort of doubts and barriers won't have any... once they see the commercial."

Pradyumna Chauhan, Senior Creative Director: "Discover offers such excitement for a commuter bike that 'Chalta nahin daudta hai' was a perfect expression to separate this stylish commuter from the rest of the crowd in the segment."

The film was shot by Vinil Mathews of Footcandles Films and has just gone on air.


Advertising Agency: Ogilvy & Mather Advertising, Mumbai

Creative: Abhijit Avasthi, Mahesh Gharat & Pradyumna Chauhan

Production House: Footcandles films

Executive Producer: Swadha Kulkarni


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