Use of Events
Client Bajaj Auto Ltd.
Brand Dominar
Entrant Ogilvy & Mather
Brief We had to launch Dominar D400 – the most powerful and premium motorcycle yet from the house of Bajaj. The task was to bring alive the proposition of ‘Dominate the Night’ for all the riders (Age 26-33) in a way that has never been done before.
Night is the time when the beasts come out of hiding. This is the same for most stunt bike riders who power through the roads in the night. ‘Night Retail Showrooms’ introduced a whole new riding experience, something that had never been done, especially for motorcycles. The idea brought more footfalls to the stores and created a buzz about Bajaj Dominar D400 amongst the riding fraternity.