The Changing Indian Consumer via Bajaj Auto TVCs

Contributed By NITESH WARKE


Bajaj Auto Ltd - A Brief History

• Started in 1945 as M/s Bachraj Trading Corporation Private Limited. In 1959, obtained license from the Government of India to manufacture two- and three-wheelers and it went public in 1960.
• Extensively used the 'Hamara Bajaj' marketing Campaign and maintained a near monopoly in the pre- liberalization period

The Hamara Bajaj Campaign (1989)


TVC 

    

• Represents an image of a confident and elevated Indian Society striding forward
•  It also shows how Indians love and respect their possessions
•  Shows how people belonging to different strata of society drive the same scooter
•  Thus it acts as a metaphorical “bond” between the people of India.  

The Hamara Bajaj Campaign (2001)

TVC

• This Commercial also stresses on the fact that though the culture has evolved, the roots are still intact
• And, most importantly, once again the one thing which is common among all these people is the brand “Bajaj”

The Bajaj Pulsar Campaign (2007)

TVC

• Synecdoche: The group of bikers represent the whole of India
• The commercial focuses on the fact that India is growing at a very fast pace which is represented by the speed of the motorcycle
•  At the same time, the ad also addresses its target segment which are the youth by exercising some of the stunts