Top Story


Home >> Account >> Article

Bajaj Auto reshuffles agencies for campaign-led advertising

Font Size   16
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.


Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Launches third phase of TVC campaign ‘Think it. Done’

Based in Mumbai, Usha has nearly two decades of experience in the Indian media and entertainment sector and will serve as a strategic advisor to H+K’s diverse portfolio of clients with a special empha...

Report based on media channel data in 96 countries and detailed findings from the world‘s key ad markets, which between them account for approximately two-thirds of the value of global advertising tra...