Bajaj Platina, a brand traditionally known for mileage supremacy, has a completely new
story to tell however. A story which is inspired by the pain suffered by commuters who ride
… read morelong hours on bad roads, and who end up suffering from back pain. The new Platina
Comfortec has been differentiated on superior riding comfort since it gives 20% less jerks
compared to leading competitors. The bike had to be positioned as ‘The most comfortable
bike in the category’.
Communication-wise, the challenge was to tell this simple yet powerful product benefit
without being clinical or boring. And thus, using the dancing ‘Tanjore’ dolls as a metaphor
for jhatkas became the unequivocal choice for Bajaj Auto and Ogilvy Mumbai.
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