MAM
After Hoodibaba, Lowe churns out ‘wind biking’ campaign for Bajaj
NEW DELHI: Continuing with its strategy of portraying salient motorbike attributes through innovative and enticing concepts, Lowe India has created a campaign ‘wind biking’ for its newly designed 125-cc four-stroke bike Wind125.
The agency had worked on Hoodibaba campaign for Bajaj Auto’s Caliber 115 motorbike earlier this year.
Commenting on the creative idea and treatment, Lowe’s vice-president Tarun Chauhan says, “The idea of this commercial is simply ‘Discover wind biking’. There’s a minimal use of props, sound, sets, etc.” He explains, “The basic idea was to concentrate on ‘wind biking’ and the fluttering and drying of the shirt was used to highlight ‘wind biking’. All other elements — for example the sound of the wind — were just used as support, without interfering with this core idea in any way.”
The communication strategy is to dramatise the ‘ride’ of the new 125cc world-bike by creating a new paradigm in riding: from ordinary biking to wind biking. The commercial was shot in Prague, Czech Republic. According to Bajaj Auto’s chairman and managing director Rahul Bajaj, the new bike has been designed in collaboration with its Japanese technology partner Kawasaki Heavy Industries.
Wind125 will be manufactured in Waluj for serving the worldwide Kawasaki sales network in addition to the Indian market. The new 125cc world-bike was developed by Bajaj Auto to enable the Indian rider to ‘experience a never-before exhilarating ride’.
It’s engineering, styling, design were all singly focussed on making this bike the ultimate riding machine, according to Chauhan. “While testing the prototype, consumer feedback also reiterated the ‘exhilarating riding experience’. Therefore, the concept of ‘wind biking’ really emerged from the product itself: what better way of dramatizing an exhilarating ride than to use wind as a metaphor for the sheer enjoyment, the sheer bliss of riding,” says Chauhan.
The entire campaign will remain on air for at least four months. “The campaign is being aired on all mainline regional and National channels,” Chauhan says. On the challenges faced in creating the new campaign, he says, “One challenge that we faced was, how do you redefine biking (as wind biking) with a product that outwardly looks quite similar to the Bajaj Caliber 115. We managed to overcome by romancing the bike in all its splendour and glory.”
The challenge to create different proposition for Wind125 was validated by the fact that both the motorbike brands handled by Lowe cater to the executive segment.
“Contrary to popular belief, Hoodibaba and ‘wind biking’ — aren’t mere terms; they are the raison d’?tre of the bikes’ existence. Hoodibaba is an expression of ‘wow’ to demonstrate the great bundle of attributes — best in class mileage, power, looks — that the Bajaj Caliber 115 offers; whereas wind biking is a metaphor for an exhilarating riding experience. And, these words work towards creating new, distinct positions for our bike portfolio,” is what Chauhan had to say on the strategy of introducing interesting concept.
Brands
Samsung India elevates Aditya Babbar to lead mobile business
Exec takes charge of MX sales and marketing after Raju Pullan’s exit
NEW DELHI: Samsung India has elevated Aditya Babbar to lead its mobile phone business, following the exit of Raju Antony Pullan.
Babbar, who previously served as vice president within the mobile division, has been appointed head of sales and marketing for the MX (mobile experience) business, effective May 1. In his new role, he will oversee the company’s sales and marketing operations for smartphones and related categories in India, reporting to the executive vice president of the MX business.
A long-time Samsung executive, Babbar brings over a decade of experience within the organisation, having held multiple leadership roles across product, marketing and category management. Most recently, he led product marketing and e-commerce for the mobile division, following earlier stints as head of product and marketing and senior director roles.
His career within Samsung Electronics and its India operations has also included responsibilities for flagship devices, tablets and wearables, giving him a broad view of the company’s premium and mass-market portfolio.
Babbar succeeds Pullan, who stepped down from the role, marking a leadership transition at a time when India remains a key battleground for global smartphone makers.
The appointment signals continuity within Samsung’s leadership bench, with an internal candidate stepping up to steer one of its most critical business units in a highly competitive market.
