Campaign: Experiences per litre
Brand: 100 cc Discover DTS-Si
Company: Bajaj Auto
Agency: Lowe Lintas
The Campaign
The new advertisement is the fourth installment of the Discover India series that was developed in 2009 as part of the launch campaign of Discover DTS-Si. This time the campaign takes us on a ride to Shani Shingnapur, a town 100 kms from Aurangabad, where houses do not have doors. The commercial begins with a couple on their way to Shani Singnapur. Before they head toward their destination, the wife re-checks whether the door has been locked properly. Simultaneously, it has a tagline, from Aurangabad 100 kms away is a city that has no doors. Known as a pilgrimage centre for devotees of Lord Shani, it is believed that the Lord himself protects the residents from robberies and theft of any kind.
Our Take
A very good attempt to link the discovery of hidden and fascinating stories of different parts of the country with the concept of the campaign, Ek Litre mein Bharat ki Khoj. Taking the series ahead, this ad continues to build upon the brief of establishing the 100cc Discover DTS-Si through experiences per litre instead of kilometres per litre (KMPL). The company has tried to explore diverse locations with their fascinating stories. In line with their previous three ads?magnetic hill in Ladakh, Mattur village near Mangalore where everyone speaks in Sanskrit and Jambur village near Junagadh which is home to an African tribe for the last five centuries, this is informative and an out-of-the-box concept.
Ratings
*****
Vivina Vishwanathan