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Bajaj Auto reshuffles agencies for campaign-led advertising

30-October-2004
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Bajaj Auto reshuffles agencies for campaign-led advertising

For Bajaj Auto advertising, it’s the time to act. While the new discover TVC illustrated on-air actions, significant developments showed substantial off-air actions as well. However, the two-wheeler major has opted for a campaign-led approach in its advertising. Consequently, it has called for creative ideas for the forthcoming campaigns of CT 100, Pulsar and Wave. While the decisions on the first two are taken, a word on Wave is still awaited.

For the record, the account sizes for this fiscal for CT 100 and Pulsar are in the region of Rs 8–10 crore and Rs 5 crore for Wave. It should be noted that action on Wave would be seen only in January 2005.

Lowe will take care of CT 100’s forthcoming campaign and Leo Burnett will be responsible for Pulsar. Amongst the competing agencies there were O&M, Leo Burnett and Lowe for all the three brands. Some more ideas were lined up by Rediffusion, Euro RSCG and Quadrant. Prior to this, Leo Burnett was handling CT 100.

Pulsar’s responsibility was in the custodianship of O&M for three years. However, for the forthcoming campaign, Bajaj decided to call for ideas from various agencies. Subsequently, the account moved to Leo Burnett. Explaining on the rationale, RL Ravichandran, VP – Marketing, Bajaj Auto, shares, “Just as is the case for creating a product, for creating a communication too you need ideas. It helps to see the same problem from different views. In the process, one opts for the best solution and that is what we are doing now.”

In effect, Bajaj hasn’t aligned any of the products with any agency but will call for a pitch, every time it has a new communication message for any of its brands. Ravichandran explains that due to the relations that it shares with O&M, Leo Burnett, Lowe and Quadrant, these agencies would be invited for all the forthcoming campaigns.

“There is a need to be different and electrifying in one’s ways today. This procedure will help us to re-energise the brand every time,” elucidates Ravichandran. For Bajaj, this strategy definitely means more ideas to choose from.

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