MUMBAI – To highlight the joy that a family feels when purchasing a new bike, Leo Burnett created the campaign, “Khushiyon Ka Jackpot” for Bajaj CT100, India’s favourite entry level commuter bike.
The campaign includes a film featuring a family from a small town in India who just purchased a new CT100 while celebrating the festival of Dussehra. “Safari Aayi hai,” a song by renowned Bollywood playback singer Javed Ali provided the film’s background music.
“CT100 has been one of the most successful motorcycle launches in 2015. Having already established its impact in a span of just 6 months, it is time we build on the momentum and make CT100 an undisputed leader in the entry level commuter segment,” said Sumeet Narang, Vice President for Marketing, Bajaj Auto.
“In a segment that is riddled with communication talking about product benefits, this new campaign takes a differentiated stand by focusing on the intangible aspect of life – that is the happiness that comes homes with the first two-wheeler. I’m sure this creative will succeed in a big way by creating a strong emotional connect with the consumer, thus making CT100 the No.1 choice amongst the Indian populous.”
The TVC will also be supported by press and digital components with the agency making sure that #KhushiyonKaJackpot becomes a sustainable property for the brand.
“With this campaign we wanted to demonstrate that and bring alive the emotion of happiness and the spontaneity that a new bike brings to an Indian family,” commented RajDeepak Das, Chief Creative Officer, Leo Burnett India.
