Bajaj Auto is gunning straight for the jugular of the world’s largest motorcycle maker, Hero MotoCorp, with a brand new televisio Ad campaign for the Bajaj Discover 125 DTSi commuter motorcyle, called “chalta nahin, daudta hain”. In the Ad, owners of Hero MotoCorp’s different commuter motorcycles are lined up and asked about their motorcycles. Almost all of the Hero MotoCorp motorcycle owners are shown being apologetic about their Hero MotoCorp motorcycles, sounding almost wistful about their rides. Here, watch it for yourself.
Loosely translated, the Hindi phrase seems to emphasize that the Discover 125, is a top performer and much more than average, a trait which is imputed at the competition, which in this case is clearly Hero MotoCorp. So, the war between Hero MotoCorp and Bajaj Auto is now out in the open, with Bajaj openly targeting Hero with the Discover ad campaign. The Discover 125 DTSi was relaunched a year ago, with the aim of selling 40,000 units per month. Like all Bajajs, the Discover 125 too offered much more for a price that undercut competition.
This Ad by Bajaj emphasizes just that, of more performance and features at a price that undercuts the competition dished out by Hero MotoCorp. Bajaj Auto though, seems to be focusing more on the finer aspects of motorcycling like better performance and more fun per kilometer rather than sheer volumes. With Hero MotoCorp still firmly being the market leader, Bajaj now seems to be aiming to carve out a niche for itself rather than simply wanting the biggest volumes. Rajiv Bajaj has repeatedly emphasized upon Bajaj’s motorcycles being more profitable for the company, than competitors. The latest Discover 125 Ad seems to be another step in that direction.
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