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.
