Purple Focus take the Eco-friendly high ground for Bajaj RE60; Helps create buzz
Commenting on the brief Rahul Vaidya, Director, Purple Focus said that it was a matter of honor to be chosen to take forward the communication duties for RE60 which is such an important project for Bajaj Auto. The brief was clear, we had to communicate that RE60 was the most eco-friendly vehicle on the road. The communication task was thus defined as positioning RE60 as the best solution for intra-city transport as it has the least emission.
P Murali Gopal, Executive Creative Director, Purple Focus, who championed this assignment elaborated that product unveiling being aligned with Auto Expo 2012, the task cut out for us in the first phase of communication was to create the required buzz, explain the concept and catch the attention of key stake holders.
Arvindpal Singh, National Creative Director, Purple Focus further shared that his team created an entire deck which very beautifully communicated the concept and highlighted the merits of this new category. Right through its execution the singular line of thought of eco-friendliness was communicated. The product itself being a very innovative concept, it was imperative for us that innovation should be felt across the length and breadth of the communication deck.
All the communication elements including the brand film to innovations like Press invite consisting of a banyan tree seed, or a DM using clock powered with water and a bonsai plant (Ficus) were painstakingly conceived to cut the clutter and to highlight RE60's salient point of eco-friendliness among others.