The country recently witnessed a high profile media launch of Bajaj’s new four-wheeler – RE60. The vehicle is a radically new concept, which is all set to transform last mile transportation in the country. With just 60 gm/km of CO2 emission, the RE60 is expected to be the most eco-friendly four-wheeler on Indian roads.
Commenting on the brief, Rahul Vaidya, Director, Purple Focus, said, “The brief was clear, we had to communicate that RE60 was the most eco-friendly vehicle on the road. The communication task was thus defined as positioning RE60 as the best solution for intra-city transport as it has the least emission.”
P Murali Gopal, Executive Creative Director, Purple Focus, who championed this assignment, elaborated that with the product unveiling aligned with Auto Expo 2012, the first phase of communication was to create the required buzz, explain the concept and catch the attention of key stakeholders.
Arvindpal Singh, National Creative Director, Purple Focus, added here that the agency created an entire deck, which communicated the concept and highlighted the merits of this new category. Right through its execution the singular line of thought of eco-friendliness was communicated.
All the communication elements, including the brand film to innovations like press invite consisting of a banyan tree seed, or a DM using clock powered with water and a bonsai plant (Ficus) were painstakingly conceived to cut the clutter and to highlight RE60’s salient point of eco-friendliness, among others.