BULAND BHARAT

KI BULAND
TASVEER – HAMARA
BAJAJ
MARKETING CAMPAIGN FOR THE NEW BAJAJ CHETAK

Unique selling points of Bajaj Chetak

- Nostalgic brand that painted every young adult’s childhood

- Low maintenance
- Good brand recall value
- The mark of a gentleman
- Is a unisex vehicle offering comfort to all classes
- Connoisseur’s favorite
- Personal connection
MOOD BOARD
The story of Bajaj is the story of India
ADVERTISING CAMPAIGN THEME

When the company stopped the production of Bajaj Chetak, everyone felt like a dear family member ceased to
exit. Bajaj has been an identity of the Indian household and its personal sentiment is one of its biggest selling
point.
While design and performance is fundamental in the success of a vehicle, Bajaj is also known for being
trustworthy and a brand made in India for the Indians.
The campaign will focus on Bajaj’s significance but will not ‘milk the nostalgia cow’. Instead, we will tell the
story of a society that discovered freedom of travel and comfort with Bajaj and a new Bajaj Chetak that has
been modified and reengineered to suit the travel aspiration of the newer generation while holding on to its
nostalgia in sepia tinted corners of a campaign imagined in technicolor.
A PARADIGM SHIFT
• Target Audience: The advertisement campaign will work on conveying the following message to attract
millennials and young working professionals rather than speaking to the baby boomers.
• Perception change: The chetak is viewed as a feminine vehicle as compared to fast racing bikes. In the 70’s,
Bajaj was the gentleman’s vehicle and loud bikes were scorned upon. We need to bring back the gentleman
with Bajaj!
• The great Indian story: Being an India brand, the story of Bajaj runs parallel with a young and inspiring
India that strives to reach new heights with every achievement. Through the campaign we speak to the young
India.
• The old, the new and the more: The story will be presented in the form of a memorial from the old
generation to the new like wisdom that is passed on.
 ADVERTISING CAMPAIGN

Title:
DESH KE DIL SE, BAJAJ CHETAK PHIR SE!
Opening scene –year 1973

The coy bride awaits for her groom to arrive with the barat (wedding procession). She is marrying
into a very affluent family and watches over the procession through her window.
Scene 2 – Crisis (the procession and the
weird demand)

Once the procession arrives, the groom’s family asks her to marry a dog to do away with some
bad luck. Enraged with this demand, the bride decides to elope from her own wedding.
Scene 3 – the Bajaj Man

While eloping from her wedding, she meets a kind stranger in a Bajaj Chetak Scooter who helps her in her
crisis and she ends up falling in love and marrying him.
Scene 4 -Tension

The couple go on to have children and struggle hard

to educate their children and give them the best.
The children’s childhood memories are filled with
trips they had taken on their beloved Bajaj Chetak.
Climax – year 2020

The couple’s daughter is all set to marry and her marriage procession has reached the door.
Climax – year 2020

The groom’s family demand for a luxury car as dowry. The bride is enraged and is
deeply perplexed.
Resolution

The bride’s mother hands her the key to the new Bajaj Chetak parked outside their house
and the bride rides away on it into the sunset.

End tagline: Naye Bharat ke Saat, Hamesha, Hamara Bajaj

 THANK YOU

SUBMITTED BY:

AJITH N – EPGPKC07031
BOKKA R K SAI GANESH KUMAR – EPGPKC07040
MAYA BHARGAV – EPGPKC07058
PUSHP CHAND VAID L – EPGPKC07063
VAIBHAV SINGH – EPGPKC07084