By SONALI KRISHNA
Indiantelevision.com Team

MUMBAI: In a reviewal of the creative duties for Bajaj CT 100, India's second largest selling bike, the estimated 100 million account was awarded to Lowe. The incumbent was Leo Burnett.

A multi-agency pitch, with the likes of O&M, Quadrant Communications, and the incumbent agency in the reckoning, Lowe's creative pitch was what stole the show with the Bajaj Auto personnel.

Speaking to indiantelevision.com, Lowe's senior V-P Tarun Singh Chauhan says, "This is a very big win for us. I think what did it for us was the the fact that the idea we presented was very closely linked to the product. We are looking forward to so some exciting work on Bajaj CT 100."

This is the third addition of this category in the last year and a half. Lowe already handles Bajaj's Spirit, Wind, Caliber and Chetak. So, the CT 100 will mean an additional brand in the Bajaj portfolio.

Bajaj's V-P business development and marketing RL Ravichandran says, "We were looking at fresh ideas for Bajaj CT 100 due to the innovation and the value that this bike offered, and Lowe's creative pitch was bang on. They completely understood what we were looking for and hence our decision."

The new campaign on the Bajaj CT 100 is expected to hit the market by Diwali.