The Kinetic Group has released a new television campaign, centered around the results of a fuel efficiency study conducted by India's leading auto magazine Overdrive. The commercial offers a spoof on all that's been stated in the advertisements of competing vehicular entities. It brings out Kinetic's many stated advantages through a humorous narration, and uses look-alikes of lead characters within the competing commercials. Move over Pepsi - Coke scrambles… we now have squabbles in the motorcycle category.
Mileage is an important preoccupation in the two-wheeler category. Manufacturers often quote 'under standard test condition' mileage that their vehicle gives as per the specifications set by the Automotive Research Association of India. However, the USTC mileage can differ from actual on-road mileage derived by the consumer as real world riding conditions are often different from the standard test conditions.
The television campaign dwells around the premise that the much known automobile magazines Overdrive, has given Kinetic motorbikes, a pat on the back. The magazine conducted a test of each and every motorbike available in India. In this study which examined around 52 two wheelers (all of different makes), motorcycles from the Kinetic Engineering group have been declared as the most fuel efficient motorcycles in the country.
Says Ajinkya Firodia, General Manager (Marketing), Kinetic Engineering, "Mileage is the most important ingredient when it comes to consumer deliverables. And Kinetic has always offered superior mileage to the consumer. The new ad campaign diminishes some of the myths posed by the competition; it pokes holes into their tall claims and discusses the results brought to front by Overdrive. The entire narration is delivered through subtle humor and we have brought in look-alikes of the characters depicted in the competing advertisements. It lends home the point that Kinetic is indeed one of the most fuel efficient motorcycles in the country, and offers mileage like no other."
Firodia adds, "Overdrive has always been an auto magazine par excellence and offers an independent commentary on vehicular attributes. Hence the new television commercial. We would be backing the television effort with print ads (highlighting the results of the study) and below the line activities which pin point Kinetic's supreme status. At the moment, we are considering partnering with a mega event, as well, in order to back up the initiative."
And now for some stated facts about the fuel efficiency study by Overdrive: Kinetic's entry level motorcycle Boss has been judged as the 'Mileage Champion" of India, winning over motorcycles like Hero Honda Splendor, TVS Centra, Bajaj Boxer, LML Freedom etc. In the category of motorcycles between 100-125cc, Kinetic Boss 115 tops the mileage chart, with Kinetic Velocity coming in second. And to complete the hat trick, in the category of motorcycles of 150cc and above, Kinetic GF 170 city and Laser have again triumphed, over competition.
The Overdrive mileage research, covered in detail in the May 2004 issue, covered both city mileage as well as highway mileage. To ensure complete comparability, similar weight riders and identical riding patterns and routes were used. The research, spanned over 3 months of testing, included 8,800 km riding with 160 km logged on each two wheeler.
Getting back to the new TVC, isn't Firodia worried that the new commercial would ruffle a few feathers in the competition camp and perhaps instigate a 'tit for tat' response?
He grins, "Well, we aren't naming any brands or stating anything that's untrue. And, the fact remains that everything is fair in branding and war."
Meanwhile the brain behind the entire effort, Raj Kurup, Creative Director, Grey Worldwide, states, "When you have something to say, you can either say it straight or have a little fun with it. And well…we decided to have a little fun with it. The commercial takes potshots at the competition, and yet in the process, drives home a point. It does full justice to the message at hand."