Link https://www.youtube.com/watch?v=oIaM568C5Wo(short version)
Pune, October 2016:Bajaj Auto has released a new brand film for V – the bike that contains the metal of the legendary warship INS Vikrant. The film raises an important question about why national pride is restricted to select occasions of national significance like Independence Day or Republic Day, and forgotten the very next morning. Also, the new film features the fresh Navy Blue color of Bajaj V recently introduced through the new campaign.
The film aims to inspire people to cherish India’s rich and glorious history and feel a sense of pride every single day of the year. In what is probably the first time ever in Indian advertising, the story is narrated from the point of view of a real life war hero. Rear Admiral S. K. Gupta, a Mahavir Chakra Awardee who served aboard the INS Vikrant in the 1971 war, features in the film and talks about how the Bajaj V now allows us to experience our pride every day.
Bajaj V, launched on Republic Day earlier this year, created quite a stir in the market, with its first campaign – clearly establishing their distinct positioning of being made of pride.
Sumeet Narang, Vice-President, Marketing, Motorcycles, Bajaj Auto, says, “With the V, we are not just selling motorcycles but celebrating the pride of the nation. Consumers are also playing back this feeling of pride. The new campaign takes the proposition forward and talks about how the V helps you experience pride every day, and not just on select occasions of national significance.”
Rajdeepak Das, Chief Creative Officer, Leo Burnett, adds, “This is the harsh reality of our country. While we all see ourselves as proud Indians, we are quite happy just expressing them in occasions. Like beating a key rival in cricket, winning the World Cup, medals at Olympic Games, and the two National Days. We believed, with the metal of INS Vikrant, the V was perfectly suited to express this pride on an everyday basis. And this formed the core to our thinking for this film.”
The film has been directed by Prakash Varma of Nirvana Films.
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