Hamara Bajaj

Rumour goes that Rahul Bajaj once publically stated in late 1970s......."We don't require a Marketing Department. We have a packing department instead." And it was not that there weren't options in the market..... existed in the form of Vespa and Lambretta - both Italian products.

Bajaj Scooters were in very huge demand. You had to book and wait for months or even a year plus. Or buy it on premium - which was known as buying it in black. Or one option was to pay in US Dollars. Imagine, arranging for Dollars from an NRI relative to buy a Chetak! But lot of people did take that option. Bajaj was that big a hit and production was limited.

Well, Rahul Bajaj was sharp and quick to realize the changing trends. And I'm sure he put in place a very strong Marketing Department alongwith his Packing one........ which has produced some of the best ad campaigns.....perhaps the best in the category. Look at one of the old ads of 1980s. It doesn't dwell on product features per say, but the associates the brand with the nation......people from all walks of life......Bajaj is part of their lives and celebrations......Buland Bharat Ki Buland Tasveer, Hamara Bajaj. A very powerful statement indeed. Hamara Bajaj!

And Bajaj has changed with changing times. Look at this commercial which communicates the changing picture - Badal Rahen Hain Hum Yahaan - Naye Bharat Ki Nayee Tasveer - Hamara Bajaj. Again the essential theme is the same, connecting with people and their lives. But this time the people are more young, the machines they ride are different - Bikes plus New Age Scooters. Yet, the Indian value system is well respected:

Bajaj has come a long way. It was intelligent enough to realize that it is motorcycles where future lies. And look at the amount of sea-change they brought. From a 100% scooter manufacturer to a 100% bike manufacturer. It is surprising to know that Bajaj does not produce scooters any more. Though most of its products were a great success - Bajaj Cub, Bajaj Super, Bajaj Chetak, Bravo, Chetak FE, etc.

Look at the latest commercial that went live a few days back. The theme song is the same but with so much more energy and metal. And its very inspiring...... Aage Nikal Rahe Hain Hum - Khud Se Hi Aage Har Kadam - Naye Bharat Ki Nayee Raftaar - Hamara Bajaj (this is with reference to other bike manufacturers particularly Honda). The visual matches the audio like none other that I have seen ever.....demonstrates innovation and continuous improvement.



Not to forget the FANTASTIC commercial for Avenger: Feel Like God! And there was another cute one for Bravo - Can I drop you Nikki? Odd that the company that did not believe in Marketing has given us some of the best commercials ever created. And what a brand appeal till date. If you don't believe me, walk into any Bajaj showroom on a Sunday. You will see bikes sold like hot cakes!