When INS Vikrant, India’s most decorated warship-was reduced to scrap, Bajaj Motorcycles saw an opportunity and brought to life Bajaj V, a bike forged from the metal of Vikrant. Our task was to launch Bajaj V led by digital media and let India know what made this bike unique.
Solution
A never seen before idea had to have a launch that people had not seen before. We shunned the regular mass media approach and instead created a first-of-its-kind integrated burst campaign using digital and social media around 26th Jan, India’s Republic Day. Our core idea: BAJAJ V – FORGED WITH THE NATION’S PRIDE. The invincible metal of INS Vikrant gave birth to The Nation’s Bike.
