More action is coming up from the Bajaj Auto stable. In sync with the company’s policy of awarding campaigns and not assigning AoR, Bajaj Auto has awarded the creative duty for ‘Eliminator’s forthcoming campaign to Lowe Lintas. In the same way, a new product, ‘Wave’, has been awarded to Leo Burnett. The total billing for the products is expected in the region of Rs 13 to 17 crore.
For Bajaj Auto, the game plan is simple. Every time a communication needs to be done, its club agencies (Lowe Lintas, Leo Burnett and O&M) are invited to present ideas and the company chooses the best that fits the brand’s need for that particular campaign. Early this year, Lowe won the ‘CT-100’ account and ‘Pulsar’ went to Leo Burnett. With the latest wins, the key products are now divided between these two agencies.
A noteworthy aspect that comes across from the ‘Wave’ win is that this would be the first time that a scooter from the Bajaj portfolio is not assigned to Lowe Lintas. As for Leo Burnett, the agency is excited to have bagged the account. Anurag Tandon, Brand Director, Leo Burnett, who handles the Bajaj business, shares, “It feels great, of course. Since the win comes in a competitive scenario, there is a sense of achievement. Also, in the case of Bajaj, we have had such a long association that any business that comes from them gives a sense of pride.”
In case of ‘Eliminator’, the date of the campaign-break is not decided yet. However, RL Ravichandran, VP – Marketing, Bajaj Auto, indicates that it will take place towards the end of the running financial year.
Sharing more on this particular campaign, Ravichandran says, “At the time of its launch, the parts for ‘Eliminator’ were imported. The result was a high-cost bike, which was made only on order. However, now we are using the DTSI engine and hence the cost and pricing as a result, are reduced.”
With the reduction in cost, ‘Eliminator’ becomes a mass bike. “This means that it needs mass communication,” says Ravichandran, “as the bike is affordable by many more people now. The objective of the campaign is to devise that mass message for the consumers and Lowe Lintas idea fitted the character of the bike best.”