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Leo Burnett's campaign for Bajaj Discover aims at rekindling romance for married couples

Leo Burnett's campaign for Bajaj Discover aims at rekindling romance for married couples

Author | exchange4media News Service | Saturday, Mar 21,2015 9:52 AM

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Leo Burnett's campaign for Bajaj Discover aims at rekindling romance for married couples

Ever since its launch, Bajaj Discover has been positioned as a stylish, premium commuter. It is known for its unique combination of power, style and mileage. With an aim to further strengthen its position in the market, the brand has launched an integrated campaign underlining that „responsibility does not mean the end of romance, joy and fun‟.

The new campaign titled „Bajaj Discover Life Banaye Zing Zong‟ explores typical married relationships and highlights how the spark gets lost over time. Discover, powered by its unique DTSi engine, promises to help couples across India bring the spark back and make their life „Zing Zong‟ again. Three films titled Brake, Cross Leg and Bag address three specific barriers that symbolise the missing spark. All the three films are currently on air.

Apart from TV, the campaign‟s media plan includes digital, press, outdoor, radio and activation.

There are two  activation initiatives that the brand has launched, first of which is called the Bajaj Discover Zing Zong Ride. It is a ride where 8 selected couples get a chance to ride on the Discover, totally covering over 3,000 kilometres and forming a heart shaped symbol on the map of India. The genesis of this activity came from a survey that the brand had commissioned among married couples. The intent of this survey was to understand the behavioural changes married couples witness post marriage and determine whether they share the same spark or the zing which they did in their honeymoon period. Findings from this „Bajaj Discover - IMRB Relationship Survey‟ vindicates the campaign and the Zing Zong Ride, stating that an overwhelming 94% of the couples in India witness a decline in romance post marriage. Another interesting fact that the survey threw up was that couples find a ride on a bike to be more romantic than dining out or watching movies.

The Zing Zong Ride was launched on 8th February 2015, which is World Marriage Day, with TV stars Gurmeet and Debina in Mumbai, Shree and Shamita in Chennai and Nirupam and Manjula in Hyderabad. A call for entry using multiple mediums was initiated where participants were asked to enrol for the ride by filling in their details and explaining why they would like to be a part of the ride. Zing Zong Ride will be aired online in the form of webisodes on Bajaj Discover‟s official YouTube channel – BajajDiscoverTV.

The second activation idea is aimed at giving an experience of „Zing Zong‟ at Bajaj dealerships. It is called „Zing Zong World Tour‟, and is designed as a virtual experience where couples get themselves

clicked against famous romantic spots of the world. Personalised video clips of the „virtual world tour‟ are shared with prospective buyers, thus creating memories for them in times to come.

Sumeet Narang, Senior Vice President – Marketing, Bajaj Auto, explains the thought process behind the campaign, “While most brands in the mid-two wheeler segment talk about the same old price and efficiency features, Bajaj Discover‟s new campaign showcases how the brand can deliver a higher order benefit of reviving relationships. As for the Zing Zong Ride, it is a real life demonstration of how the brand fulfils its purpose of bringing romance back in the lives of married couples.”

RajDeepak Das, Chief Creative Officer, Leo Burnett, says, “Bikes have been a predominantly male driven category and most ads induce buyers to think rationally. We wanted to break free from this rationality approach and talk about how Bajaj Discover can play a vital role in their lives. The Zing Zong ride will showcase couples rekindling romance. It effectively communicates the message that no matter what, in life one must not compromise on fun, joy and romance.”

He further adds, “With this campaign our aim is to achieve maximum impact by creating multiple touch points across traditional media, digital, and experiential.”

Campaign Credits

Client: Bajaj Auto

Sumeet Narang - VP, Marketing

Soumya Das - DGM, Marketing

Ritujoy Chakraborty – Brand Manager

Siddarth Rakhra – Assistant Brand Manager

Agency: Leo Burnett, Mumbai

CCO: Rajdeepak Das

ECD: Prajato Guha Thakurta, Sachin Kamblee

Creative: Hemant Sharma, Kevin Lobo, Trishna Parkash, Sriram Iyer, Ashish Sharma, Vikrant Wadekar, Deepak Jage

Planning Team: Rajeev Sharma, Akshaya Karanth

Account Management: Rajiv Wadhwa, Amrita Chatterji, Anuj Abraham

Experiential: Vandana Verma, Kiran Dodiya and Sandesh Shetty

Digital: Harshad Hardikar, Sunil Kher, Nileshh Avalani, Deepak Gopalakrishnan, Manav Parikh and Sony Varghese

Films: Kevin Affonso, Manjula Moses

Production House: Nomad Films

Director: Richard De Aragues

Executive Producer: Amitabh Bhattacharya and Anju Vaswani Music: Dhruv Ghanekar 

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