Bajaj Platina has stood out for its unique positioning of offering a ‘Jhatka Free’ ride. With prior TVCs like Paro-Gulabo, Humpty-Dumpty and Potter Girl, Platina has established itself as an overall comfortable bike in a quirky and entertaining manner.
This time, for the launch of the new Platina 110, the brand has taken the jhatka story a notch higher, with a tale of two bomb squad technicians trying to find a solution for an un-diffusible bomb which is found in the middle of a busy city centre. One of the bomb squad experts is handling the device with great caution looking for a safer place, when, to the surprise of everyone, the protagonist enters on the new Platina 110. This is precisely the point when the viewer’s interest rises, wondering…curious about what happens next.
Through this gripping and entertaining story, we establish the new features of the higher torque engine, combi braking system and nitrox shock absorbers, a category first.
Narayan Sundararaman, VP Marketing – Bajaj Auto Ltd. says, “In the commuter motorcycle segment where the focus is on ‘mileage’, Platina has differentiated itself by building a strong position as the most comfortable bike for the long-distance commute rider through its ‘jhatka mana hai’ communication. The new Platina 110 comes with features that enhance this comfort position with added features to deliver an ‘effortless riding’ experience to our buyers. The new ‘bomb squad’ TVC communicates this in a truly memorable way.”
Adds Sukesh Nayak, Chief Creative Officer – Ogilvy West, “Platina ComforTec’s DNA has always been quirky and entertaining. So this time around, we have chosen a truly unique plot. A bomb disposable squad member discovers the comfort and superior suspension of the new 110 Platina. And in the process leaves the audience thoroughly entertained.”
“This wonderful piece of communication is the outcome of the great partnership with the team at Bajaj. This campaign will definitely build salience and desirability for the new Platina 110,” says Nikhil Mohan, Sr. VP, Ogilvy Mumbai.
Watch the film: here
The launch campaign along with the TVC and Print would include social with an intensive geo-targeted Facebook campaign and other shareable content that entertains the viewer while driving the ‘most comfortable ride’ message home.
Client: Bajaj Auto Ltd.
Client Team: Narayan Sundararaman, Soumya Das, Pratik Ghate
Creative Agency: Ogilvy India
Vice Chairman & Group CCO: Sonal Dabral
Creative Team: Sukesh Nayak, Hemal Jhaveri
Account Management: Nikhil Mohan, Piyush Jha, Savni Kenkre
Brand Planning: Ganpathy Balagopalan, Nirav Parekh, Aditya Arora
Production house: Chrome Pictures – Director: Hemant Bhandari