Jawa: The Lazarus Motorcycle

Legacy motorcycle brand Jawa used a cleverly seeded digital-only campaign to target millennials for its relaunch in India.

Campaign details

Brand: Jawa Brand owner: Classic Legends Lead agency: Two and a half men Country: India Industries: Motorcycles, bikes Media channels: Online video, Public relations, Social media Budget: 500k - 1 million

Executive summary

How would you launch a motorcycle brand that has been absent from Indian roads for the past 20 years? This, in an intensely competitive Indian motorcycle market segment with a colossus called Royal Enfield straddling it (90% market share in the premi Many incumbent brands have repeatedly tried, and failed, to dent its share.