Campaign details
Brand: Platina ComforTechBrand owner: Bajaj AutoLead agency: OgilvyCountry: IndiaIndustries: Motorcycles, bikesMedia channels: Events & experiential, Print - general, unspecified, TelevisionBudget: 1 - 3 million
Executive summary
"Mileage" moved the motorcycle market in India and Hero owned mileage. Bajaj Platina's "me too" mileage strategy did not move the sales graphs, despite its best efforts.
This case tells the journey of Bajaj Platina from "me too", to standing out and revving up the accelerator on the sales graph.
Market background and cultural context
Rising wealth had helped the fortunes...