Campaign: Humara Bajaj
Brand: Bajaj Scooters
Agency: Lintas India
Why the campaign rocks:
The “Hamara Bajaj” campaign, introduced in 1989 by Lintas India, was for me one of India’s most iconic ad campaigns, capturing the Indian spirit and pride. During a period of a relatively closed market, this campaign elevated Bajaj scooters beyond mere transportation, embedding them into the fabric of Indian family life.
I still remember watching the ad on DD and it went across all people, irrespective of caste and class. The slogan, “Hamara Bajaj” struck a chord with consumers across the country. It was less about promoting a product and more about connecting with the dreams, values, and aspirations of India’s middle class. The jingle, “Buland Bharat Ki Buland Tasveer — Hamara Bajaj,” symbolised Indian pride and the spirit of progress. It portrayed the Bajaj scooter as representing a modernising India.
The campaign set a precedent for emotional advertising in India, moving beyond product features to form a deep emotional bond with the audience. This campaign solidified Bajaj as a lasting symbol of Indian resilience and identity.