Bajaj launched the Dominar, with hungry eyes set on Royal Enfields inexplicably growing market share. In the eyes of most automotive-ly aware folks, they had the perfect product in terms of mathematic, well, relatively perfect. The Dominar is smooth, comfortable and powerful enough to make it a better tourer than the competition.Not to mention cheaper! Now almost a year after the Dominar graced the markets and still couldn’t make a dent in Royal Enfield sales, the gloves have comes off. With a TVC that, we will not lie, has us in splits. Making an all-out jab at Royal Enfields. The video starts with some bikers apparently getting on their rides to the soundtrack of a supremely familiar “thump”. It continues to show the pack of elephants and their riders struggling up an uphill section and then struggling to shove their elephants around corners. Leaving us trying not to L-O-L hard while they smacked their elephants around corners. Everything seems to be going horribly wrong when a pack of guys on Dominar’s show up, carving up corners (well, comparatively) and then riding through the pack of stranded ele-fields (yes, that is now a thing!). Ending with the ominous warning of “hathi-mat palo” or don’t make pets out of elephants, “go hyper riding” [verb: the act of riding the Dominar 400]
It must be frustrating for the likes of Bajaj, who’s MD declared at the launch that there was nothing but friendship between him and Sid Lal, Royal Enfields charismatic CEO, having done all the right things yet getting all the wrong answers. Well, Bajaj, you win some you lose some. You’ve said it yourselves that gauging the Indian buyer is nothing short of rocket science.Maybe this, TVC will make a difference. Maybe Dominar sales will go through the roof. Maybe it will just piss off a prospective buyer base. Maybe, just maybe, it might start a hilarious public mud-slinging campaign between the two motorcycle giants. As for us, We’ll sit back grab a bucket of buttery popcorn and watch the fun.
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