Bajaj Auto is definitely emerging as one client that doesn't seem to believe in the conventional ways of advertising. Earlier, an experiment was seen from the group in context to its creative side, and now it is the turn of the media duties. The brand has presently handed Bajaj Discover to Insight, keeping the rest of the products divided between Insight and MindShare.
Bajaj Auto had called for a media pitch for all its products last month. The account, which is pegged in the region of Rs 100 crore, was divided between Insight and MindShare, handling print and television respectively. The pitch saw participation from Insight, MindShare and Starcom. However, instead of choosing a custodian for all the products, the brand decided to just bring Bajaj Discover under the microscope and consequently awarded the duties to Insight.
As to the reasons for the differential treatment to Bajaj Discover, K S Grihapati, Media Marketing Manager, Bajaj Auto said, "There are a few internal confidentialities involved, due to which I cannot comment on this." He confirmed that the present status on the rest of the products continue to be a print/television divide between Insight and MindShare.
With this development, Insight will take care of both planning and buying for the print and television mediums for Bajaj Discover. Giving the agency's perspective on this, Raj Gupta, President, Insight said, "From a business standpoint, any win is a great feeling. However, we have had a long relationship with Bajaj and when a client likes that mandates an agency with more business, the feeling of elation is even better. Besides, every time we have done a wholesome presentation, we have always excelled in it. The Lintas Media group DNA is about brand building and it is this approach that is appreciated." Bajaj is perhaps one of the few examples, where creative mandate is assigned to agencies on a campaign basis. The company sure has a different way of approaching the advertising side of its business and if there are more changes seen soon, it really shouldn't come as a surprise.