The ad takes the communication in the entry-level commuter bikes segment from being a mileage story to a comfort story.
Most bike ads hinge upon mileage supremacy and competitive pricing. But, the latest Bajaj Auto ad has a different story to tell. The two-wheeler manufacturer, in the ad campaign for its freshly launched two-wheeler Platina ComforTec in the entry level 100cc commuter bikes segment, promises riders 20 per cent less jerks as compared to other bikes in the 100cc segment. In short, a comfortable ride, despite the potholes and the bumps.
Conceptualised by Ogilvy & Mather, the ad campaign 'Jhatka Mana Hai' tries to differentiate the Platina ComforTec from its competitors on the basis of superior riding comfort, while positioning the bike as 'the most comfortable one in the category'. And, it does so in a most endearing way, using dancing Tanjore Dolls, metaphorically, who bear the 'jhatkas' (shocks) on the bike ride.
The demonstration of the bike will be held in more than 100 towns across the country. People will be urged to take the 'Comfort Challenge', wherein they will first ride their own bikes, and then ride the Platina ComforTec, with chest-mounted cameras, on specially designed tracks. This will capture the movement of the bikes and present the comfort proposition.
Launched at a starting price of Rs 43,541, Bajaj Platina ComforTec competes with brands such as Hero Splendor Pro and HF Deluxe, Honda Dream Yuga, and TVS Sport. With a reworked suspension, seat, and foot pad, it claims to offer a smoother ride with 20 per cent less shocks and jerks as compared to other brands.
Narang informs that in the 100cc segment, Bajaj Platina, with over 65 lakh customers, is currently the No.2 brand after Hero HF Deluxe. However, with Bajaj CT 100 also operating in the entry-level category, the two-wheeler giant is giving tough competition to Hero Motocorp in terms of volume, he claims.
Abraham, however, thinks that if the benefit is real, a more convincing demonstration could have been carried out. He makes his point with the example of the classic Union Carbide ad (1968) for an insulation material called 'Super Insulation' where a life was at stake.
"That could have, perhaps, pushed the demonstration, which is still in the advertising space, into a far more believable territory," he remarks.