Bajaj : The Journey of AspirationsNaye Bharat Ki Nayitasveer – Hamara Bajaj (Bajaj Super)This was the time when the brand was trying to penetrate into the minds of the consumers and whatcould have been more impactful than targeting the family values which was predominant in India.The advertisement showcased the family values in a very beautiful manner. A son surprises hismother by showing her his newly purchased scooter, father taking her daughter to the school and ason enjoying the ride of the Bajaj scooter with his father. It has always been a mandatory ritual toapply tilak and put a garland on the newly purchased vehicle as if it is a new member of the family.All these elements were very beautifully presented in this advertisement.
GaadiBulaRahiHai (Bajaj Chetak)Undoubtedly, Bajaj Chetak remained synonymous to the scooter market in India for a long periodof time. In this commercial, the aspiration of a middle class man to own a Bajaj Chetak scooter wastargeted. A man is shown kick starting and riding an imaginary scooter. He is then joined by his wifein the act. Their ride comes to an end when their son comes and stands in front of their imaginaryscooter followed by the lines in the narration “Khwaabdekhnachoriye, Bajaj Chetakabsirf 23,960rupayemein”.
AeChalne wale raahmeinruknanahaarke – Kawasaki Bajaj CaliberAfter ruling the scooter market, Bajaj made inroads into the motorcycle segment which was still inits infancy.For this purpose, Bajaj joined hands with Kawasaki. Kawasaki Bajaj Caliber was rolledout as a severe threat to the market share captured by Hero Honda. This advertisements was basedon the aspirations of a man who struggles hard in the pursuit of his goals. He comes across manydifficulties but as this beautiful ad says, “Chaltechalo ye raahjahantakchalichale, Aechalne waleraahmeinruknanahaarke”. This ad showcases a man who is in search of a girl and wants to gift her apuppy. In the end, he meets the girl but gets shocked after finding that she was married. A youngboy moves into the scene and the man hands over the puppy to the son of his dream lady. In theend, a girl is shown standing in front of her broken down car…What does that mean??? The journeyhas not yet ended and again, “Chaltechalo ye raah” until you find the girl of your dreams.
BadalRaheHain Hum Yahan…Ye Zameen Ye AasmaIn order to attract a new segment of consumers i.e. youth of the nation, Bajaj rolled out thisadvertisement which was highly connected to the youth of that decade. It was the time when Indiawas heading towards westernisation. Most of the youngsters were becoming the harbingers of thewestern culture. There was a blend of Indian values and western culture. Based upon this trend, theadvertisement focuses on the mixed elements. A couple is shown on the bike where the girl ishugging and playing with the boy and when she sees an elderly man, she sits decently in respect ofthe man. Two riders move to the sides to avoid spoiling the Rangoli.Two riders carrying Sitar andnot a guitar. In a manner, Bajaj has picked up the values of Indian culture and portrayed them onthe youth under the influence of western culture.
AageNikalRahehain Hum...Khud Se Hi AageHarKadam (Bajaj Pulsar 220 DTS-Fi)After completing two decades in the Indian market, Bajaj was leading the 150cc segment withPulsar. It was time to redefine the meaning of best and Bajaj Pulsar 220 DTS-Fi came out from thestable of Bajaj. The glory of bajaj was reaching new heights and it was getting better and better fromwhere it was earlier. In simple words, No other brand was able to come close to Bajaj. The jinglemakes it quite clear that Bajaj is outshining itself by getting better and better over a period of time.The rhythm of the last line (nayebharatkinayiraftaar….Hamara Bajaj) is kept similar to that of Bajaj’sold commercial.
ChaltaNahi……..DaudtaHai (Bajaj Discover 125)Bajaj has been playing with the 110cc bikes of the rival brand, Hero Honda (Now, Hero Motocorp)in the advertisements of Bajaj Discover. Bajaj deserves to stay ahead as 125cc Discover is availablein the same price range of 110cc bikes of Hero. In the recent ad of Bajaj Discover, unsatisfiedconsumers of Hero can be seen regretting for not going with Bajaj Discover and consolingthemselves by saying “Discover nahihai…Par chaltahai”. In order to restrict her husband fromimpressing girls, a wife went for Passion for her husband. To ensure that the son doesn’t go fast, afather purchases Splendor for his son and every one feels the same pain…”ChaltaHai..”
From a brand that reflected the Indian culture and values to the brand that is all about power andmasculinity, Bajaj has been striving hard to maintain its position in the Indian market. The brandstands unshakable despite of the rivals like Yamaha, TVS and of course, Hero.Evolution of the advertisementsBajaj entered the market as a brand known for its associations with culture and values. This is verymuch evident in the first ad of Bajaj which revolves around the family members and the joy theyshared with Bajaj Chetak. The aspirations of one member of the family were always related to thewhole family. The country was untouched by westernisation and was free from the elements of thewestern culture.90s saw the growth in the economy of the country leading to the increased household income andgrowth in the living standards. The aspirations of the people were rising leaps and bounds.Keeping this in mind, Bajaj came up with the Bajaj Chetak commercial which revolves around theaspiration of the people to move a step ahead in their lives.Last five years of the 20th century saw the modernisation of the Indian culture. Young generationwas getting inclined towards modern values and practices. Their lifestyle, attire and aspirations sawa drastic change. At this point of time, Bajaj moved its focus from the family man to the younggeneration. The advertisement based on this was a blend of Indian values and modernity. Thegeneration was changing but the deep rooted values were intact (Badalrahehain hum yahan….Yezameen ye aasma).Pulsar was the benchmark of the 150cc segment of motorcycles in India. In less than 7 years, Pulsarmet many variations in order to get better and better. Launched as 150cc, Pulsar was presented intwo more variants of 180cc and 200c. It is the aspiration of Bajaj to move ahead of itself and thisreflected in Pulsar 220 DTS-Fi which came as an advancement from the DTS-I engine.It is the common tendency of Indians to remain insatiate by making compromises in their lives. It isthe “chaltahai” attitude which kills their aspirations and lands them in a position of regret for whatthey could not get. The same thing happens with those who prefer Hero to Bajaj just because ofthat attitude of “chaltahai”. This ad very effectively brings up the lost aspiration of the owners ofHero Passion or Splendor who wanted to buy Bajaj Discover. Akshay Shukla PGPAMMC (2012-13)