MAM
Ogilvy & Bajaj Platina ComforTec 110 offer ‘Aaram Rath’ Rides at Kumbh 2019
MUMBAI: Taking the proposition of ‘Jhatka Mana Hai’ , Bajaj has introduced the ‘Platina ComforTec 110 Aaram Rath’ at the 2019 edition of Kumbh Mela, the largest human congregation in the world. Organised in collaboration with Ogilvy, the ‘Aaram Rath’ is offering free ride services to the elderly and disabled pilgrims. At its core, the activity was designed to increase brand love.
All Bajaj Platinas were retrofitted with custom-designed backrests that support the pillion on the back as well as the side for added feeling of safety. Engineering of this backrest was done keeping the one-sided seating especially suited for sari-clad women.
Bajaj Auto vice president Narayan Sundararaman said, "With the new Bajaj Platina Comfortec 110, our focus has been to deliver the most comfortable ride experience in the category. No doubt that the motorcycle has much better power, acceleration, pick-up and braking. But a Platina stands for comfort. When we encountered this opportunity, we were clear that this activity will bring relief to people in need of help to reach the ghats, and that Platina is the right vehicle of choice for it. From there on, we worked on retro-fitting a secure two-sided back rest specially made for the audience. We are thrilled that this activity has been so well received. I can only imagine the countless blessings we have gathered along the way."
Ogilvy India (West) office leader VR Rajesh noted, "It is not often that we get an opportunity of this scale and this nature. Kumbh Mela attracts people of myriad backgrounds and geographies. The locales and crowds make it very difficult for devotees to access different parts of the Kumbh city and the ghats. This is the challenge that excites us the most. Amongst all our brands, we picked Bajaj Platina as the perfect fit for the application. In our concrete jungles, Bajaj's Platina transports millions daily. All done in supreme comfort. In our latest film 'Jhatka Mana Hai' we made Platina the protagonist that is positioned to increase brand love for Bajaj. At Kumbh, Platina is the only two-wheeler that is saving the effort of navigating distances and crowds for thousands of needy. This is a perfect fit that will pave the way for many more such applications."
Along the route allotted (Phaphamau Bus Stand to Naagvasuki Temple, Prayagraj) from where the Platina rider who is fondly called the ‘Aaram Rath Saarthi’ would ferry the old pilgrims and ride them safely to the Sangam Nose (confluence of the 3 sacred rivers) or the bathing ghats for a dip and also ride them back to the spot from where they were picked-up i.e bus stop on the outskirts of Kumbh which connects the whole of Prayagraj to the Kumbh City.
The authorities at Kumbh gave a green signal to this activity and were all praise offering their complete support and co-operation.
MAM
VML India lands two finalist spots at Cairns Hatchlings 2026
The Mumbai agency is back in Australia with two teams, a UN brief and 24 hours to impress
MUMBAI: VML India is heading to Australia again. The Mumbai-based creative agency has secured two finalist spots at the Cairns Hatchlings 2026 competition, one in the Audio category and one in Design, making it the only Indian agency to have reached the finals in both editions of the contest since its launch in 2025.
Four people will make the trip. Senior copywriter Shilpi Dey and senior art director Raj Thakkar will compete in Audio. Art directors Shabbir and Shruti Negi will go head-to-head with the world’s best in Design. The finals take place at the Cairns Convention Centre from 13th May, culminating in an awards ceremony on 15th May.
The work that got them there is worth examining. For the Audio category, Dey and Thakkar tackled a brief for LIVE LIKE MMAD with a campaign called Inner Voice, Interrupted. Using spatial audio techniques, the campaign recreates the overwhelming self-doubt that descends after a long workday, physically panning negative thoughts left and right before cutting the noise entirely to reveal a confident inner voice. Strategically targeted at commuters via Spotify during evening rush hours, the campaign reframes the hours after work as an opportunity for personal growth and charitable action.
For the Design category, Shabbir and Negi worked on a brief for Canteen’s Bandanna Day, a campaign highlighting how cancer pushes teenagers out of their own defining moments. Using a pixelated design language to create stark contrast between a blurred world of isolation and a focused world of connection, the campaign, titled The Flipside of Cancer, shows teenagers fading into the background of birthdays, skateparks and school proms. As a Canteen bandanna appears, the blur flips and the teenager snaps back into sharp focus.
Kalpesh Patankar, group chief creative officer of VML India, made no attempt to disguise his satisfaction. “We are immensely proud to see our teams consistently excel on the Cairns Hatchlings platform since its inception,” he said. “They have masterfully tackled challenging briefs across diverse categories, demonstrating both layered storytelling and a unique creative approach. This exceptional teamwork is truly inspiring.”
Dey and Thakkar, returning to the finals after last year’s run, were candid about the demands of the audio medium. “It’s one of the most demanding mediums, where we only have a few seconds to capture a listener’s world with sound alone, so absolute clarity is essential,” they said. “The true measure of creative work is its ability to create positive change, and our audio submission was made to help those who need it most while encouraging people to silence the inner voices that hold them back.”
Shabbir and Negi, competing in Design for the first time, described the experience as “a completely different beast.” “We see it as an opportunity to showcase our expertise, raise the bar, and challenge ourselves in new ways, while also learning from creative minds from across the globe,” they said.
In Australia, the four finalists will face a live 24-hour brief from the United Nations before presenting in a live pitch session. Twenty-four hours, one brief, one shot. VML India has been here before. It knows exactly what is at stake.
