Lowe wins Bajaj CT 100 account

Lowe has won the prestigious Bajaj CT 100 account, following a three-way pitch involving club agencies, Leo Burnett India, Lowe and O&M. The account was awarded about a week back.

Earlier this year, two-wheeler giant Bajaj Auto had appointed Leo Burnett to handle the advertising for its 100-cc motorcycle, CT 100 (then, code named Super 100). The other contenders were Lowe and O&M.

It has been learnt that Lowe has started working on a TVC, which will be on air in about two weeks from now. "The bike is good package and comes at a great cost. That's what the TVC is focussing on," says Tarun Chauhan, vice-president, Lowe.

The advertising campaign designed by Leo Burnett apparently did not leave the Bajaj Auto management too excited, say advertising industry sources.

The CT 100 is positioned at the 'top-end of the entry-level segment', and is touted to have 'an ideal combination of economy, performance and style', with an actual mileage of 70 kmpl. The bike is also supposed to incorporate a ‘ride control system', which is apparently ‘a first in motorcycling technology'.

CT 100 is one of Bajaj Auto's most ambitious brand launches this year, and according to auto industry estimates, the company had earmarked an advertising budget of Rs 25-30 crore for the brand in the first year alone.

As for Burnett, the loss may perhaps dampen the agency's morale. The loss of CT 100 follows the double disappointments that the agency had to put up with when it first lost the Caliber account (Burnett had launched the brand, it may be recalled), and then the pitch for the ‘612 World Bike' (which was subsequently launched as Bajaj Wind) to Lowe. The agency, of course, had an occasion to smile when it was handed the Pulsar DTSi account.

The Bajaj CT 100 had met with an overwhelming consumer response with sales crossing the 1 lakh mark within 81 days of launch.

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