We all remember Bajaj being a scooter company - the ones that our fathers relied upon and perhaps what must have been the first two - wheeler brand they must have purchased.
I have always been a big fan of Bajaj and the way they have marketed themselves in the two - wheeler segment.
If you remember their initial ads (when they clearly called themselves a scooter company), their ads presented a picture of patriotism - a brand for the average middle class Indian guy - who is hard working, loves his family and is brimming with the Indian cultural values. Also the vehicle represented more than just a means of transportation - it was a partner in the growth, a family member and moreover a friend that everybody loved. If you see the campaign below, it was the typical Bajaj ad in 90s - full of Indian culture, Indian middle class and patriotism.
Now if we move forward, there we the times in the beginning of this century, when Bajaj realized that the average Indian middle class guy no longer needs a scooter. Scooters are old fashioned and bikes are in. It was a time for identity crisis for Bajaj. Whether they should stick to scooters, or promote their bikes or call themselves a two - wheeler company. Perhaps this identity crisis was reflected in their ad campaigns in beginning of this century - where they were trying to be everything - bikes, scooters, scootys- but the ad communicated that Bajaj is the carrier of the Indian youth, who is still rooted to his / her culture. Looks like they did not want to lose the 'patriotism' sentiments that the brand had acquired in consumers mind. But then you can see the confusion and identity crisis and the loss in impact.
And finally the pulsar ad - clearing all confusions, Bajaj decides its bike focus and that it would like to be called a motorcycle company. You can notice the change in the jingle - trendier, zippier version of the very old Humara Bajaj ad.
Surely, so much can be learnt from a brand's ad campaigns run over a period of time.
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