As competition hots up in the Indian motorcycle industry, Bajaj Auto Ltd (BAL) and Kinetic Motor Company (KMC) are chalking out aggressive marketing plans to race ahead in this sector. To announce its new launch ‘Bajaj Discover’, BAL is in the process of rolling out a multi-media ad campaign which features Hollywood star Jackie Chan. At Kinetic Motors, the marketing buzz is around its new launch Kinetic ‘Comet’. Meanwhile, TVS Motor Company has kickstarted an aggressive campaign to popularise its brand TVS Victor GX.
As for Bajaj Auto’s marketing plans, the company has deviated from its traditional mode of advertising by roping in a Hollywood star to feature in its new ads for Bajaj Discover. At present, the company is scouting for an ad agency to handle the account of its yet-to-be launched automatic scooter ‘Wave’.
On Bajaj Auto’s new marketing plans, says BAL vice-president (marketing) RL Ravichandran: “For the first time, we have featured an international film star in our ad campaigns. After a long time, we are using a celebrity in our ads. We are now gearing up for the launch of our automatic scooter Wave.”
Created by Ogilvy & Mather India, the Bajaj Disover new ad campaign features Jackie Chan in all its communications. With the headline ‘A master never uses the leg for a job that his hand can do’ the campaign hit the media two days ago. BAL’s arch rival TVS Motor Company now runs commercials and press ads that feature cricket star Sachin Tendulakr to promote its brand TVS Victor.
At present, BAL is in the process of selecting an agency to handle the advertising account of Wave.
Across the road, KMC is drawing up an aggressive marketing plan to promote its new launch Kinetic Comet in the overcrowded category. Says KMC vice-president Vismaya Firodia: “We will be launching a new ad campaign for Comet, a 250cc mobike by the end of this October. To support our press and outdoor media advertising, we will be hosting roadshows to promote our new launch.”
Kinetic is also launching special exchange offers and gift schemes to promote its bikes. “Now, people can exchange their old scooters for bikes. In Rajasthan, we have launched gift schemes to coincide with the festive season,” adds Ms Firodia.
Incidentally, Bajaj Auto is planning to expand its Bajaj dealership network to touch 500 in the current financial year.
The focus is now on an ‘effective marketing mix’ in the Indian motorcycle industry.
Our typical marketing budget is usually 10 per cent of the topline spend