Brazen Attitude

Just last week we discussed how the Indian motorcycle cruiser giant Royal Enfield made us drop jaws to its latest campaign.

We have still not moved on from the cinematic and audio excellence of the film and we hear rumours that Bajaj Dominar has eaten 20 per cent of Royal Enfield’s share. Forget the rumours; Bajaj has launched an advert that mocks Royal Enfield.

Keeping in line with Dominar’s existing positioning ‘Go Hyperriding’, the satirical advert downplays Royal Enfield riders. How does it do that? The video quite literally shows a group of elderly-looking riders struggling their way on an uphill road. With a description and narration that bluntly says, “Haathi math palo” (do not tame an elephant), the video suggests the new-age riders to look at a new, agile way of travelling in style.

We have noticed contrasting advertisements before too; and despite the legal complications that the brand wars lead to, many automobile brands are inclined to indulge in one. Be it BMW, Audi, Jaguar or Mercedes, all these brands have time and again participated/triggered brand wars.

A newly launched motorcycle attempting to laugh on a legacy brand, such as Royal Enfield that is considered more than just another bike, seems a little immature to us. If the communication backfires (chances of which are high among the affinity group), the brand might lose it building equity in the industry.

It is true that the 400cc naked bike is a perfect fit for long rides and cleverly combines comfort and agility, the experience is yet to sink in and break the Royal Enfield loyalty. Though Bajaj is not directly showcasing Royal Enfield in the advert; the thumping noises, the flags on elephants and the landscapes suggest a true Royal Enfield experience.

Putting the newly-launched Dominar’s brand reputation aside, we think the film indisputable has a fresh perspective towards motorcycling and tends to trigger a movement in the industry. The ad certainly has a potential to be a game changer for Dominar.

Meanwhile, youth fashion brand Fastrack continues to be young and bold in its communication. Launching its new collection of frames, the brand has conceptualised and produced a film that urges viewers to GET STEAMY.

Keeping up with its young and candid positioning, the ‘Get Fresh’ collection film features a young couple on top of their love expressions. This is what we love about Fastrack, they do not do away with the bold, unapologetic attitude.

Perhaps, that is what makes their game strong among the target group, which is between the age group of 18 and 25 years; all because the brand constantly celebrates the individuality and brazen attitude of the generation.