Bajaj Auto, Ogilvy Mumbai and Humpty Dumpty take Platina’s comfort superiority forward

Communication in the commuter bike segment has traditionally revolved around ‘mileage’. As customers in this category ride far & beyond, and ‘mileage’ is clearly a category hygiene, no brand seemed to be addressing a pain point of the daily commuter – comfort, or the lack of it. Clearly, comfort was a ‘latent’ need that was waiting to be unlocked.

VIEW THE SPOT (in Hindi)

With this insight, in July 2016, Bajaj Auto launched the Platina ComforTec, an updated version of the popular Platina brand. Sporting uprated suspension and seat design, the new Platina was independently certified to offer 20% less jerks (or jhatka) than the competition. From this was born the crazy ‘Jhatka Mana Hai’ campaign which pivoted around two endearing characters, Paro & Gulabo. Cutting across TG’s, this campaign established that Bajaj Platina ComforTec offered a more comfortable ride by dramatizing the differentiation. The campaign was received gloriously, which translated into encouraging results on ground. Paro Gulabo also won NDTV’s Two-Wheeler TVC of the Year (2017) award.

Humpty Dumpty takes the spirit of Paro Gulabo forward, and builds on the belief that pictures speak a thousand words. Like Paro Gulabo, Humpty Dumpty brings to life the animated demonstration of the impact that Platina’s revolutionary ComforTec system has on the rider.

Sukesh Kumar Nayak, Executive Creative Director, Ogilvy Mumbai said, “Jhatka mana hai returns with yet another memorable demo to cement the comfort positioning. This time it’s the turn of Humpty and Dumpty, two eggs, to inform the world in the most entertaining way, why Platina is the perfect bike for the Indian roads.

Sumeet Narang, Vice President (Marketing), Bajaj Auto said, “For too long, commuter motorcycle customers have accepted mediocrity when it comes to riding comfort. Our strategy of offering differentiated benefits across our brands led us to challenging the status quo. Platina ComforTec has clearly touched a chord with the customer, and has set a benchmark among commuter motorcycles. After Paro Gulabo’s success, we are confident that Humpty Dumpty will take the story forward, and imprint a message on our TG’s mind, that Comfort = Platina

Credits –

Brand Manager Marketing: Ritujoy Chakraborty