When Bajaj auto first launched its Avenger series a decade ago, the tagline read ‘Feel like God’. Bikers’ experience was rather close. Years later, the two-wheeler giant rolled out its new offerings in the Avenger series with the same theme, promising the same divine experience. Based on the theme ‘Feel like God’, the latest television commercial jeers at the rat race that is consuming all but those who do refuse to be a part of the 9-5 job squad. The new campaign is for those who do not live for the employee of the month mug or the corner office, but something much bigger — the real thrill of life.
According to the brand, the digitally-led campaign is based on the insight that there is too much cut-throat competition in today’s world. People today are competing with everyone and for almost everything; they have simply lost sight of life. The campaign basically acts as a wake-up call for the youth.
Sumeet Narang, vice-president of Marketing, Bajaj Auto, says, “We launched three new variants of the Avenger – Cruise 220 and Street 220 and 150 — and they have been hugely successful from day one. The bikes not only serve well for daily city commute but are also perfectly designed to take long-weekend and adventure rides with aplomb. Their relaxed riding position, impeccable performance and world-class looks have made them a big draw, especially among hard-working young professionals. Our interactions with customers have revealed their love for weekend escape trips on Avenger. Several Avenger riding communities have also come up which celebrate the feeling of liberation the bike offers.”
The ad shows the Avenger man riding away from the daily grind and the experiences that would have otherwise slotted him among the ordinary. In the ad, every ordinary scene that depicts the daily rat race, actually features rats. Whether it is the race to reach office on time, or for the sought after chair, or money or time.
Shriram Iyer, national creative director of Mullen Lintas, the agency behind the campaign, says the campaign attempts to capture the ‘Feel Like God’ spirit. “About a decade ago, we saw a rider effortlessly forgiving the people who did him wrong. And now, it’s a rider who laughs softly as he imagines the world of men caught in a rat race. He chases nothing; rather, he ‘Feels like God’. The concept came with the added challenge of shooting rats, luckily trained rats. Expert trainers made it look easy. No CG, no effects, just great actor rats.”
BW Reporters
The author is principal correspondent at BW Businessworld and Digital Market Asia. He writes on marketing & advertising.
