"Haathi Mat Paalo"
pratika gupta
Strategic Brand & Marketing Manager I Leveraging Social Media & Content Marketing I Storytelling & Visual Branding
I am a person of zero interest in cars or bikes and now, every 5 minutes you can see one TVC of a bike where the theme is so common, I can hardly recall or remember any TVC so well. Mostly all scooty or bike advertisements share a common concept, either showcasing a very good looking girl or how a boy or a man feels to ride the same and highlight the features of that product. It never leaves an impact on my mind. I might remember the actor's name, whoever is endorsing the bike like Akshay Kumar, Salman Khan, Virat Kohli, Dhoni , Ranbir Kapoor, but that’s all! And if you ask me which brand they endorsed – I can almost never recall it!
But every time this TVC is on air, I don’t flip the channel, I see the entire ad that leaves me smiling. Subtle yet strong sarcasm!
This TVC of Bajaj has left such a good impression in my mind that I can remember the name of this bike- Bajaj Dominar 400 !
The ad shows a pack of elephants just like a community of riders where these riders love to show off the thumping sound and takes pride in owning the bike and belonging to the clan, but you will be amused to see how the elephants are struggling to move up . The background noise is very obvious, the familiar thump of a Royal Enfield engine. But then you see Dominar making its own way amidst these elephants and at the end the guy smirks and the way he smirks gives a LOL moment!! Features, performance, specifications have come out so well in this TVC that even a person like me can understand it so well that if you are into hyper riding- here we are (Bajaj Dominar)
It communicates very clearly that one shouldn’t be lost in showing off and that it’s a just huge expense to afford and maintain the elephants. The line says “Haathi Mat Paalo” . The message and communication has hit so strong that I see people reacting by making videos and noise as “Revenge by Royal Enfiled lovers” which makes sure that Bajaj TVC did an amazing job by provoking people so deeply.
The communication was sharp, precise and made it a very memorable “LOL” moment for me. I hope the customers will enjoy the smoothest ride and can share the hyper-happy customer experiences as well.
But as a person who is not so keen to know about bikes, all I know is the product name, brand name, and the lines: #hyperriding #bajajdominar #gohyperriding
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Chief Aawara at AawaraHoon
7 年Radha Raj is it in the context of 'Sahib' ?????
Business Development Manager - Middle East || MIT || UPES || Energy Industry Disruptor
7 年The target audience of Bajaj for the 'Dominar' product are those youngsters who are thinking of getting a style statement attached to their bike. Bajaj has given them a punchline to be proud of, to speak out loud among their groups, a tool of confidence at a cost lower than that required for a Royal Enfield. As far as RE is concerned, its core group of motorcyclists is intact and there to stay. We need to understand the difference between bikers and motorcyclists. Bajaj wanted to give the bikers a boost of confidence against the hard-core motorcyclists with a hard-hitting punchline. It wants the new brand to be discussed in the youth circles and and is definitely being discussed, even so that RE had to come up with a reply ad and re-instill the brand-confidence among its core customers. Along with grabbing its intended customers of youngsters who loves speed-biking, this ad will make those customers also rethink about their next purchase, who sits on the fringe of going a to RE or something else. This ad will also give them a punchline to convince themselves and their circles as well. In that perspective, this particular ad is successful and it seems to reach the audience and so serve the purpose. P.S.: The comment trail here proves that the ad has made a mark, started a discussion or creating strong replies from the core RE lovers. This ad is being hated or loved, time will say, for sure, but it's obviously not being ignored. Cheers!
Region Distribution Head - Samsung India Electronics Ltd ( Mobile Div)
7 年Why does Bajaj need to show RE in bad light....why can't they come up with something on their own. Just criticising competition does not help... raise your levels .let the customer see value.. anywhichways RE is in a different league altogether..it has lots of aspiational value attached to it and people owning RE are very passionate about it.. I myself own a RE ... but cannot even think of getting rid of RE and considering Bajaj instead...Bullet meri jaan.
General Manager-Sales & Operation
7 年It is better to have one elephant rather than having 100 of street dongs on the move . RE legendary machine.
Director of Sales & Marketing
7 年Babies should not wear " Man Pants" - RE #legend # Immortal