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Bajaj Auto and Leo Burnett Launch Bike Forged From Iconic Indian Naval Vessel

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Teaser features A.R Rahman’s world famous track, Maa Tujhe Salaam

Bajaj Auto and Leo Burnett Launch Bike Forged From Iconic Indian Naval Vessel

Indian auto major, Bajaj Auto, is all set to revolutionise commuter bikes with the launch of its new bike, Bajaj V. It is unlike any other bike available on the market. It is forged from the invincible metal of India’s war hero, INS Vikrant. The bike is a reminder of the warrior spirit of India’s first aircraft carrier after it was decommissioned.

For decades, Bajaj Auto has been a pioneer in the two-wheeler category. And Bajaj V is touted to be the auto giant’s biggest launch of last decade.

With the arrival of Bajaj V, millions of Indians can now be proud to own a vehicle that embodies the indomitable courage and pride of INS Vikrant. The war hero that conquered the seas will now conquer the roads.

INS Vikrant, a majestic class aircraft carrier of the Indian Navy, was instrumental in India’s win in the war of 1971.

Bajaj embarked on a mission to make the dream of keeping INS Vikrant alive into reality. First, the scrap metal of INS Vikrant was bought and then melted, welded, moulded and then forged with the metal that was used to make the new bike. What’s more, INS Vikrant also inspired the name of the bike, and it was aptly named Bajaj V.

This idea was made possible by Bajaj Auto in collaboration with Leo Burnett as a tribute to the one of India’s greatest warriors.

A teaser film was launched on 26th January – India’s Republic day, giving bike enthusiasts a glimpse of what is to come.

A.R Rahman’s world famous track Maa Tujhe Salaam brings alive the spirit of patriotism among millions of Indians. A.R Rahman is a two times Grammy Awards winner, Oscar winner, and a much celebrated artist globally.

Leo Burnett is partnering Bajaj Auto in every aspect of the launch and the brand building exercise.

Saurabh Varma, Chief Executive Officer at Leo Burnett, said, “INS Vikrant has always been a symbol of pride for all Indians. We therefore wanted an idea to communicate pride in a powerful way. With this idea, we are giving a chance to every Indian to own a little bit of pride. It is exciting to see how the idea is shaping the product design and strategic communication.”

Raj Deepak Das, Chief Creative Officer at Leo Burnett, added, “For us to create maximum impact, we were clear that the idea and the narrative had to be experiential in design. We wanted to bring alive the spirit of INS Vikrant and create inspiration for people in their daily lives, so they can ride the pride.”



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Client

Brand: Bajaj Auto

VP of Marketing: Sumeet Narang, Soumya Das, Debasmita Datta

Production Company

Director: Rajesh Saathi

Producer: Harish Nambiar, Ankita Malhotra

Production Company: Keroscene Films

Creative Agency

Account Management: Sanju Menon, Rajiv Wadhwa, Anuj Abraham, Varsha Roy

CEO: Saurabh Varma

Chief Creative Officer: RajDeepak Das

Creative Agency: Leo Burnett

Executive Creative Director: Prajato Guha Thakurta, Sachin Kamble

Planners: Rajeev Sharma, Akshaya Karanth

Genres: Visual VFX

Categories: Aircraft, Automotive

Leo Burnett Singapore, Tue, 02 Feb 2016 10:35:06 GMT