After a rigorous pitch process lasting for more than two months, Ogilvy India has won the business for Dominar 400, the new bike from Bajaj Auto. The size of the account is yet to be ascertained, but going by the market anticipation of this bike, this is surely going to be one of the most talked about launches of this year.
Commenting on the development, Sumeet Narang, VP Marketing, Bajaj Auto Ltd said, “Dominar has been one of the most awaited launches. It will be the biggest and most technologically advanced bike from our stable and we expect it to take motorcycling in India to a next new level. We therefore wanted a concept that was unusual yet something that bikers could connect well with. We found the idea presented by Ogilvy meeting that expectation and having sufficient play for future build ups.”
Talking about the creative strategy, Abhik Santara, EVP, Ogilvy Mumbai elaborated, “This win is really special. It is about creating a whole new world of biking, something which we had done for Pulsar many moons back. Sumeet gave us a very clear brief on this and the chances of misinterpreting it were practically zero, which made the pitch process even more difficult. Our strategy and creative had to be sharp like a razor to stand out. We are proud that we had both, and more importantly, a client who spotted it in one shot. The Ogilvy team working on Bajaj across planning, servicing and creative (quite a few of them are avid bikers) had the most satisfying time working on this pitch and are now fully gearing up to manage the launch.”
Sukesh Nayak, ECD, Ogilvy Mumbai, who believes that this was one of the sharpest and yet toughest briefs to crack, adds, “We knew the feeling it is needed to evoke with the rider and yet find a cut which is never done in the biking world. But once we had cracked the idea, we knew it. There was no looking back from there and it is one of those rare cases where the pitch campaign is being produced for the final launch. Fingers crossed, this will surely make bikers take note.”
For the record, Ogilvy India already manages the Pulsar and Platina brands.