AD Agencies
Leo Burnett partners with Bajaj Auto to create ‘V’
MUMBAI: It was a leap of faith of sorts when Bajaj Auto took to Leo Burnett’s idea of carving a bike out INS Vikrant’s metal scraps, and from a mere prototype gave shape to Bajaj V, whose launch has set social media ablaze .
Amidst tweets, photos, Facebook status updates and insta-shares, the latest commuter segment bike offering from Bajaj Auto titled ‘V’ launched with much pomp and show in Delhi today.
The bike was already making headlines since a video with a preview of it went viral online almost a week ago. Conceptualised by Leo Burnett India, the video shows documented footage of the aircraft carrier in all its glory and its subsequent dismantling in 2012 which is sure to set pangs across several patriots in the country who grew up with the name Vikrant.
And the subsequent shot of the new bike born from the ashes of the war ship’s scrap sends across a sense of awe.
While it is of common knowledge that Leo Burnett India are behind the creative campaign for the new bike, very few are aware that the original idea for the bike actually came from the agency as well.
The idea for Bajaj V, came from a prototype that Leo Burnett had conceptualised for their long term client.
“We had to come up with a way to deliver on the idea if ‘Hamara Bajaj’. We didn’t want to go with the old song and dance formula and deliver something more participative. It was around the time Vikrant was going through its decommissioning and was being scrapped. Seeing the unanimous dismay over the scrapping, the team felt what if there was an iconic bike that carried the symbol of vikrant and every Indian could own it ? What better way to communicate hamara Bajaj?” asks Leo Burnett CEO Saurabh Verma.
“Even in its nascent stage we only had a limited edition launch in mind and built the entire prototype on the back of that. It elaborated on how people will connect to it and engagement and campaign ideas for it.” Verma adds. Little did he know that automobile brand will take the idea to the next level. Bajaj Auto bought away the Vikrant metal; enough to process it to be a part of gas tanks of a lac of V motorcycles.
This is not the first time the agency had lend their creative mettle in experimenting with new ways to engage with brands they cater to. Their consumer engagement activity they built around OLX Mad ads was well loved and appreciated by the industry. What does it say about the changing role of agencies and their significance to the clients?
“Bajaj V is not just a campaign mandate for us, it’s much much more. Bajaj team and Leo Burnett team are partners increating this iconic bike, therefore there is more accountability involved. With this unique partners we handle campaigns for Bajaj, we handle activation and shopper marketing for them as well. Not to mention their internal communication and Pr as well,. From conceptualising an from its very production to rolling it across every medium – there is definitely a lot more involvement and ownership that leads to accountability for the brand,” responds Verma, adding that they have several other projects in the pipeline where they have experimented with brands on different levels.
Expanding on the concept of building a bike’s gas tank from the scraps of a warship, the brains behind the idea Leo Burnett CCO Raj Deepak Das adds, “ Growing up, the biggest warship that comes to our mind is INS Vikrant. Therefore when they decided to scrap it, it didn’t sit well with many, me included. So when someone from the team suggested if we could use those scraps, we decided what better way than a bike through which we can own a bit of history?”
It’s been over a decade since India’s popular locomotor brand Bajaj has churned out a motorbike. Their last, Bajaj Pulsar was a huge hit, and now is almost a household name.
“The Bajaj V shall usher a new era in commuter motorcycling. We believe the Indian customer buying a commuter motorcycle deserves something that is substantial, solid, and which moves with a sense of purpose,”said Bajaj Auto president–motorcycle Business,Eric Vas
Expected to be priced between Rs 60000 to Rs 70,000, the bike will hit the roads by this March.
“We will start with a capacity of 20,000 units month and should demand exceed that, there is no problem in enhancing the capacity further,” adds a confident Bajaj Auto managing director Rajiv Bajaj while signing off.
AD Agencies
Goafest 2026 set for 20–22 May in Goa
South Asia’s marquee advertising festival returns with ABBY Awards powered by One Show and promises bigger conversations on creativity and innovation
GOA: The advertising industry’s annual pilgrimage is locked in. The 19th edition of Goafest will take place in Goa from 20 to 22 May 2026, bringing together the biggest names in advertising, media and marketing for three days of ideas, networking and celebration.
Announced jointly by the Advertising Agencies Association of India (AAAI) and The Advertising Club (TAC), the festival will once again host the ABBY Awards powered by One Show 2026 — widely regarded as the region’s most coveted creative honours — recognising outstanding work across advertising and media.
Launched in 2006, Goafest has evolved into the industry’s marquee gathering, drawing more than 2,000 professionals each year. Beyond the awards, the event has become a forum for big debates, future-facing ideas and the occasional industry soul-searching.
Srinivasan K Swamy, president of the Advertising Agencies Association of India, said the festival remains a crucible for industry thought and collaboration. “Goafest has always been a melting pot of ideas, creativity and camaraderie. We aim to spark new conversations, fresh perspectives and fuel the future of advertising and marketing. It is an occasion for the industry to come together, celebrate excellence and engage in meaningful conversations about the future of our craft.”
Dheeraj Sinha, president of The Advertising Club, underlined the legacy of the ABBY Awards, now in their 57th year. “Goafest has always been synonymous with creativity, collaboration and industry excellence. The ABBY Awards powered by One Club continue to push boundaries and set new creative benchmarks year after year. In its 57th year, the awards continue to raise the bar, and this year’s edition will be even more inspiring, bringing together the brightest minds in the industry.”
For organisers, the festival has grown beyond a calendar event. Jaideep Gandhi, vice president of AAAI and chairman of the Goafest 2026 organising committee and founder of Another Idea, said the property has become a legacy for the industry. “In its 19th year, Goafest is no longer just an event — it is a legacy we are privileged to carry forward. It is a unifying force that brings together the various industry associations across advertising and marketing under one roof. I am deeply grateful to the stalwarts who envisioned this remarkable property, and it is heartening that some of them continue to be actively involved in its journey.”
The organisers promise that the upcoming edition will dial things up a notch. Mohit Joshi, co-chair of the Goafest 2026 organising committee and chief executive officer of Havas Media India, said the festival is gearing up for a bigger, more immersive format. “Over the past 18 editions, Goafest has evolved into a premier platform that celebrates creativity, innovation and the dynamic transformation of our industry. This year Goafest will be more impactful than ever. It will introduce new formats, immersive engagements and high-calibre discussions that have never been done before.”
“With a larger scale, an inspiring line-up of speakers and a focus on cutting-edge ideas,” Joshi added, “Goafest 2026 is set to redefine the way our industry comes together to learn, collaborate and celebrate.”
Co-hosted by the Advertising Agencies Association of India and The Advertising Club, the festival continues to position itself as South Asia’s premier advertising gathering — where ideas collide, creativity gets crowned and the industry takes a long, hard look at where it is headed next.
