Friday, October 07, 2005

Buland Bharat ki buland tasveer, Bajaj ads

Scene: Truck driver driving a truck on a highway. Voice over on radio, "Tere chehre se nazar nahi hatthi, nazare hum kya dekhe", observes a motorcyclist in his rear view mirror. Truck driver gives the motorcyclist a go ahead signal, guy refuses to move. Truck driver is perplexed that the motorcyclist wont overtake and go ahead.

A while later it transpires the motorcyclist is looking into the mirror placed sideways on the truck. Cleaner wakes up, puts a cloth over the mirror and the motorcyclist, overtakes the truck and speeds up. Voice over is still "Tere chehre se nazar nahi hatthi, nazare hum kya dekhe" and its for Bajaj Discover. (Storyboard, streaming video, here)

I dont remember any of Bajajs ads before the landmark "Buland Bharat ki buland tasveer, Hamara Bajaj". Uncannily, all ads after that (some great storyboards from Agencyfaqs)by Bajaj for their two wheelers (esp bikes) have been innovation personified.
The Boxer had the image of all females in a particular ad covered and ended with a mom shielding her daughter with an umbrella from taking a look at the "good looking" Boxer.
Caliber had this image of a rough and tough guy who refuses to move at a signal when it is red, despite being honked by a gang of roughs.
How can one forget Hoodibaba?
Pulsar had "definitely male" as its caption and was unabashedly male chauvinist.
Then there was another "bouquet" ad for all of Bajajas two wheelers which showed a respect for tradition.
One ad for the Legend was pretty good too.

Fantastic visuals, great music and simple ideas conveyed beautifully have contributed to the amazing recall of Bajajas advertisements.More power to ads like theirs. They are better than many of the tepid cricket matches, insipid tele serials and dull news.

Updated with a link to the storyboard of the commercial.
Updated with a link to the new Avenger commercial review, another splendid ad.

1 comment:

JM said...

To add, great advertising will get you nowhere without a good product to back it up. Bajaj has consistently set the standard over the past few years, first with the Pulsar, then with CT100 and Discover.

My prediction is sometime before the end of the year, they are going to overtake Hero Honda in terms of motorcycle sales.