Be A Part Of Brand Saga
To Read This Full Story
Welcome
Be A Part Of Brand Saga
Share your own story with us
And Get Published In Brand Saga
Proud Picture of Proud India
Bajaj Group of Companies is one of the top 10 power families in India. It is indeed worth knowing the strategy and branding tactics of the Indian company which is generating revenue over Rs 50,000 crore.
***
The company was originally founded in 1926 when Jamnalal Bajaj started the company. And, the company was also a strong and active investor for Gandhi & Co. to successfully execute a start-up called Azadi. In 1931, a sugar factory was set up in Lakhimpur Kheri, Uttar Pradesh which is known as Hindustan Sugar Mills Limited. The company was renamed Bajaj Hindustan Limited in 1988.
Kamalnayan Bajaj, son of Jamnalal Bajaj, graduated from Cambridge University and expanded the family business into scooters, steel, cement, three-wheelers, and electrical appliances.
Bajaj Auto's first ad 'Buland Bharat Ki Buland Tasvir, Hamara Bajaj' was telecast on Doordarshan which still resonates in my mind. Ad guru Alec Padamsi brought the tagline cum song 'Hamara Bajaj'. With some patriotism and a kind of sentimental feeling, this bajaj song/ad was a hit. Chetak was an affordable model for middle-class buyers. Chetak was a new luxury at that time.
In fact, Bajaj Auto's old name was Bachraj Trading Corporation Pvt. Ltd. which had been started in November 1944. Bajaj was not manufacturing at that time. In 1948, Bajaj started importing two-wheelers which left an impression in my mind.
***
In the late 1980s, when Chetak saturated the market, the real journey of Bajaj was started. It can be said that Chetak Scooter famed Bajaj as an established brand.
After the arrival of CD 100 and many other bikes into the market, sales of Chetak went down. In 2001, Bajaj launched the Pulsar bike in the market which proved to be a game-changer. Pulsar created its unique identity. Then, Discover, Avenger, Platina, V were launched, of which Platina shook the market.
When Bajaj Discover was launched, it had a superb tagline, 'Ek liter mein india ki khoj - Bajaj Discoverâ. Chetak was also launched with a different market strategy. Every bike that was launched after 2000 brought a brand new selling factor. It was the mileage factor. The boom in the selling of Platina is because of the same factor.
Then, R. Balki who was earlier working as the Creative Head in MullenLowe joined Bajaj Auto and gave Bajaj the perfect positioning. R. Balki. When the Pulsar was launched, it âspeedâ was the marketing factor.
Piyush Pandey, the creative head of Ogilvy, started the campaign called The Fastest Indian. Pulsar is still the best among youth. R. Balki made an ad called Feel Like God when Bajaj Avenger was launched. This time, he talked about the 'rat race' and asked to explore the world of being rebellious after working nine to five. Bajaj created several TVC ads, called Invincible Indians. This storytelling keeps Bajaj closer to Indians. The series prepared for marketing Bajaj V, entitled âWorld's Favourite Indianâ is really interesting.
***
Today, Bajaj Group has 25 companies. Today, Bajaj Group is creating dominance in the fields of finance, automobiles, life insurance, electronics, and many more in the Indian market.
And Get Published In Brand Saga