Ogilvy & Bajaj made it comfortable for 23,000 pilgrims at Kumbh 2019
Designed with specially fitted backrest, Bajaj Platina Comfortec 110 bike was converted into Platina Aaram Rath, custom made to offer a comfortable ride for the needy
Published - 03-April-2019
Over 130 million pilgrims visited the Kumbh Mela this year making it the largest human gathering on earth. Ogilvy and Bajaj saw this massive event as an opportunity to connect with people and create a difference in a unique way. The Kumbh sees a lot of elderly and physically challenged pilgrims who find it difficult to walk the last few kilometers to the ghats for their holy dip. They found a solution to this problem in Bajaj Platina Comfortec 110, one of the most comfortable bikes in the commuter segment.
Aaram Rath Film:
Together they introduced a free ferry service for the elderly pilgrims in the Kumbh city called the Aaram Rath sewa. Designed with specially fitted backrest, Platina Comfortec 110 was converted into Platina Aaram Rath, custom made to offer a comfortable ride for the needy. A special team of riders called the Aaram Saarthis, ensured the comfort and safety of the pilgrims as they ferried them to the ghats and back along the designated routes with-in the Kumbh city. With the support of Kumbh Pradhikaran and Kumbh police, this activity received an overwhelming response.
Over the 28 days of service, Platina Aaram Rath comfortably fulfilled the desire of a holy dip at Kumbh Sangam for over 23,000 elderly pilgrims.
Narayan Sundararaman, Vice President, Bajaj Auto said, “With the new Bajaj Platina Comfortec 110, our focus has been to deliver the most comfortable ride experience in the category. No doubt that the motorcycle has much better power, acceleration, pick-up, and braking. But a Platina stands for comfort. When we encountered this opportunity, we were clear that this activity will bring relief to people in need of help to reach the ghats, and that Platina is the right vehicle of choice for it. From there on, we worked on retro-fitting a secure two-sided backrest specially made for the audience. We are thrilled that this activity has been so well received. I can only imagine the countless blessings we have gathered along the way.”
Sukesh Nayak, Chief Creative Officer, Ogilvy West said, “People come from across the country to take the holy dip at Kumbh. By running this free Aaram Rath service on the most comfortable motorcycle, we are happy to have helped so many elderly people get to the ghat in the most comfortable manner.”
Client: Bajaj Auto Ltd.
Agency: Ogilvy, Mumbai
Chief Creative Officer, Ogilvy West: Sukesh Nayak
Group Creative Director: Hemal Jhaveri
Creative Director: Sundar Sharma
Creative Director: Shankar Haldankar
Senior Copywriter: Prasanna Bhave
Art Director: Prasad Gurav
Office Leader-Ogilvy West: VR Rajesh
Senior Vice President: Roopesh Shah
Senior Vice President: Nikhil Mohan
Client Services Director: Abheek Chatterji
Creative Controller-Content: Krishnakant Mishra
Account Director: Piyush Jha
Group Account Manager: Narendra Tiwari
Head of Strategic Planning, Ogilvy West: Ganapathy Balagopalan
Planning Director: Aakash Singh