Discover India with Power of 1 ltr
Bajaj Discover
Media: Video
The most important attribute for selecting a 100cc bike in India is ‘fuel efficiency’. And our consumers evaluate 100cc bikes on just one parameter: kilometers-per –liter (KMPL)
The new Bajaj Discover DTS-Si has proven superior fuel efficiency
But in a market where there are a host of motorcycle brands offering similar propositions, yet another product launch will be seen as a me-too offering with mere numerical claims. At Lowe Lintas & Partners, we decided to change this currency of fuel efficiency, in order to help consumers re-evaluate “why do I need better mileage?” And thus we changed the goal post from KMPL to “experiences-per-liter” (EPL)
The creative strategy was to integrate the brand name (Discover) to the myriad experiences that India has to offer…
And thus was born the campaign thought: Discover India with the power of 1 liter.
The creative renditions thus showcased astounding places in India (normally within 100 kms from an identifiable large town), each with unique stories. Unique, surprising, ‘i-didn’t-know-about-that’ places easily accessed for the cost of just 1 liter of petrol on the new Bajaj Discover DTS-Si…
