BAJAJ XCD CAMPAIGNAccelerate to XCD

Group 4

Flow of Presentation

Automobile Industry

Creative Brief

Bajaj XCD 125

Bajaj XCD 135

Bajaj XCD Campaign Gaps & Future Strategy

Automobile Industry

Category-Wise Market Share in 2008-09

Motorcycle 44% 36% 13% 4% 1% 2% <1% <1%

- 15% 28% - 2% 46% 9% -

- - 82% - - - 8% -

India is now the second largest two-wheeler market in the world

Figures denote Mkt Share (Apr-Oct 08)

Indian Two Wheeler Market – Competitive Scenario

Advertising Share - Automobile

Print Television

Top 10 Advertiser Companies

Print Television

Top 10 Advertised Brands

Print Television

Regional Advertising Spend

Print Television

Creative Brief

O&M India

• Founded in 1928, it was the first advertising agency in India. • Over the years it has helped create some of India's most successful brands like

Asian Paints, Cadbury, Fevicol among them, and in recent times- Perfetti, Hutch, Close Up.

• Ogilvy & Mather is acknowledged as the leading communications agency in the country today.

• The business of building brands is conducted through a proprietary way of thinking and working; called 360 Degree Brand Stewardship.

• As pioneers of integrated communication initiatives in the country, they deliver on our overall promise of 360 Degree Stewardship through business units that encompass Ogilvy & Mather Advertising, Ogilvy One, Ogilvy Activation and Ogilvy Public Relations.

Creative Brief

• XCD 125– The creative brief given to the company was to showcase to the target

audience that the Bajaj XCD 125cc was superior in mileage and performance to 100 cc bikes but of almost the same price.

• XCD 135– The brief given to the company’s creative agency of eight years, O&M, was to

show that the XCD 135 is a special bike and to create a dissonance in the mind of 100 cc customers and bring it to their notice, albeit in a light-hearted manner.

– Abhijit Avasthi, executive creative director, South Asia, Ogilvy, shares that in the case of the first campaign (Twisted Sisters), the objective was to build imagery for the brand and for the bike. With the second film, says Avasthi, more reasons and a rationale are given to choose the bike. The bike is tagged as “Special”

Bajaj XCD 125 Launch

Bajaj XCD 125 Launch

• Launched in September 2007• Focussing on latest features not present in a 100cc category

– DTS – Si (Digital Twin Spark-Swirl induction)– Fuel tank with plastic fittings– Alloy wheels– Digital Display– Stylish indicators and LED tail lamp– Electric-start

Targeted to a bike lover, technology savvy

Bajaj XCD 125 – Traffic Signal

Bajaj XCD 125 – Traffic Signal

• Direct Pitching against 100cc bikes (60% volume share) like Splendour• Discover was used to make a similar attempt earlier• Emphasis on more power, more mileage and value for money • XCD 125 initially failed due to

– Product problems and recall– Failed mileage expectations– Expectation of same level of performance due to DTSi engine as established in

Pulsar– Bajaj also confused the customer by launching Platina in 125 cc segment

Targeted to 100cc prospects and value conscious customers

Bajaj XCD 135 – Twisted Sisters

Bajaj XCD 135ccWheels! Women! Action!

• Launch ad for XCD DTS Si• Pegged as a “chick magnet”• Junior version of the pulsar• Slow Close Ups of the bike shown for imagery• Faster and wider shots in motion for stunts and speed• Features such as five- speed gear box and front disc brakes• Campaign also includes print, radio, on-ground activation and the Internet

Targeted to a youngster who wants to woo girls

Bajaj XCD 135 – Genie

Bajaj XCD 135Lamp! Genie! Poof!

• Turning focus to the simpler man• “XCD” tagged as a special wish• Commuter bike with a sporty look (stunts shown)• Displaying a character that the user would not want to be – Rubbing the user the

wrong way• Mainly a TV campaign

Targeted to youngsters & working population who want to make it big in life

Promotional CampaignThe Confident XCD 135 Free Bike Challenge

• Get a free bike if a customer decides to buy any other motorcycle either from Bajaj’s stable or from competitive brands after taking a test ride on the XCD 135 DTS-Si

• One Bike was given free at each of the 480 Bajaj dealerships across the country (lucky draw)

• Ex Showroom amount of the purchased bike in the same class was given if bought within 15 days of the test ride

Bajaj XCD Campaign Gaps & Future Strategy

Communication Gap in Current Campaign

• XCD 125 quoted as India’s number1 premium bike• Overstated mileage (109kmpl) in the ads• The stunt (Stoppie) is synonymous with pulsar and being used with XCD 125 & 135• DTS – Si was simultaneously launched in Pulsar and XCD 125 creating confusion• Twisted sisters was an effective image building ad but would be more suitable for a

high end bike (like pulsar 220)• The target has changed from youth (Twisted Sisters ad) to working population

(Genie ad)• XCD 135 not able to differentiate from Pulsar

Future Campaign

• Current advertisement captures that the bike is special for an ordinary man• Current campaign should be extended to include the following:

– Superior Performance– New features– Low Price

• The protagonist(same as the one in the genie ad) narrates the incident to his colleagues in office the next day. One of them dreams of being in the situation again and visits the beach and happens to find a lamp. However on rubbing the same, no genie appears and the guy is walking back dejected.

• Thinking of god he looks up and happens to see a huge hoarding which reads “Not every lamp has a genie, but for some wishes you don’t need one”Followed by Bajaj XCD 135 photo and features!