The document summarizes the evolution of Bajaj's advertising campaigns over time from focusing on family values to targeting youth culture and aspirations. Early ads in the 1970s showcased family members sharing the joy of a new Bajaj scooter. In the 1990s, ads reflected rising aspirations and dreams of upward mobility. By the late 20th century, ads targeted modern youth through a blend of Indian values and western influences. Later campaigns emphasized advancing technology and outpacing competitors to stay ahead of customer needs. The ads trace Bajaj's shifting focus from families to individuals to keeping pace with changing times.

1. Bajaj : The Journey of Aspirations
Naye 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 what
could 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 his
mother by showing her his newly purchased scooter, father taking her daughter to the school and a
son enjoying the ride of the Bajaj scooter with his father. It has always been a mandatory ritual to
apply 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.

2. GaadiBulaRahiHai (Bajaj Chetak)
Undoubtedly, Bajaj Chetak remained synonymous to the scooter market in India for a long period
of time. In this commercial, the aspiration of a middle class man to own a Bajaj Chetak scooter was
targeted. A man is shown kick starting and riding an imaginary scooter. He is then joined by his wife
in the act. Their ride comes to an end when their son comes and stands in front of their imaginary
scooter followed by the lines in the narration “Khwaabdekhnachoriye, Bajaj Chetakabsirf 23,960
rupayemein”.

3. AeChalne wale raahmeinruknanahaarke – Kawasaki Bajaj Caliber
After ruling the scooter market, Bajaj made inroads into the motorcycle segment which was still in
its infancy.For this purpose, Bajaj joined hands with Kawasaki. Kawasaki Bajaj Caliber was rolled
out as a severe threat to the market share captured by Hero Honda. This advertisements was based
on the aspirations of a man who struggles hard in the pursuit of his goals. He comes across many
difficulties but as this beautiful ad says, “Chaltechalo ye raahjahantakchalichale, Aechalne wale
raahmeinruknanahaarke”. This ad showcases a man who is in search of a girl and wants to gift her a
puppy. In the end, he meets the girl but gets shocked after finding that she was married. A young
boy moves into the scene and the man hands over the puppy to the son of his dream lady. In the
end, a girl is shown standing in front of her broken down car…What does that mean??? The journey
has not yet ended and again, “Chaltechalo ye raah” until you find the girl of your dreams.

4. BadalRaheHain Hum Yahan…Ye Zameen Ye Aasma
In order to attract a new segment of consumers i.e. youth of the nation, Bajaj rolled out this
advertisement which was highly connected to the youth of that decade. It was the time when India
was heading towards westernisation. Most of the youngsters were becoming the harbingers of the
western culture. There was a blend of Indian values and western culture. Based upon this trend, the
advertisement focuses on the mixed elements. A couple is shown on the bike where the girl is
hugging and playing with the boy and when she sees an elderly man, she sits decently in respect of
the man. Two riders move to the sides to avoid spoiling the Rangoli.Two riders carrying Sitar and
not a guitar. In a manner, Bajaj has picked up the values of Indian culture and portrayed them on
the youth under the influence of western culture.

5. 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 with
Pulsar. It was time to redefine the meaning of best and Bajaj Pulsar 220 DTS-Fi came out from the
stable of Bajaj. The glory of bajaj was reaching new heights and it was getting better and better from
where it was earlier. In simple words, No other brand was able to come close to Bajaj. The jingle
makes 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’s
old commercial.

6. 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 available
in the same price range of 110cc bikes of Hero. In the recent ad of Bajaj Discover, unsatisfied
consumers of Hero can be seen regretting for not going with Bajaj Discover and consoling
themselves by saying “Discover nahihai…Par chaltahai”. In order to restrict her husband from
impressing girls, a wife went for Passion for her husband. To ensure that the son doesn’t go fast, a
father purchases Splendor for his son and every one feels the same pain…”ChaltaHai..”

7. From a brand that reflected the Indian culture and values to the brand that is all about power and
masculinity, Bajaj has been striving hard to maintain its position in the Indian market. The brand
stands unshakable despite of the rivals like Yamaha, TVS and of course, Hero.
Evolution of the advertisements
Bajaj entered the market as a brand known for its associations with culture and values. This is very
much evident in the first ad of Bajaj which revolves around the family members and the joy they
shared with Bajaj Chetak. The aspirations of one member of the family were always related to the
whole family. The country was untouched by westernisation and was free from the elements of the
western culture.
90s saw the growth in the economy of the country leading to the increased household income and
growth 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 the
aspiration 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 generation
was getting inclined towards modern values and practices. Their lifestyle, attire and aspirations saw
a drastic change. At this point of time, Bajaj moved its focus from the family man to the young
generation. The advertisement based on this was a blend of Indian values and modernity. The
generation was changing but the deep rooted values were intact (Badalrahehain hum yahan….Ye
zameen ye aasma).
Pulsar was the benchmark of the 150cc segment of motorcycles in India. In less than 7 years, Pulsar
met many variations in order to get better and better. Launched as 150cc, Pulsar was presented in
two more variants of 180cc and 200c. It is the aspiration of Bajaj to move ahead of itself and this
reflected 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 is
the “chaltahai” attitude which kills their aspirations and lands them in a position of regret for what
they could not get. The same thing happens with those who prefer Hero to Bajaj just because of
that attitude of “chaltahai”. This ad very effectively brings up the lost aspiration of the owners of
Hero Passion or Splendor who wanted to buy Bajaj Discover.
Akshay Shukla
PGPAMMC (2012-13)