Hamara Bajaj struck a chord with the masses – Times of India


MUMBAI: India was about to liberalize its economy when the ‘Hamara BajajThe advertising campaign was launched in 1989. It was not just an advertisement, but a thought that struck a chord with the masses as it explored to push the “Indianness” of the consumer.
The campaign, created by Lintas (now MullenLowe Lintas Group) under the leadership of Alyque Padamsee, soon became the heartbeat of India, and its lyrics “Buland Bharat Ki Buland Tasveer” (“Our Bajaj, the strong image of a strong India”) was on every lip.
The iconic ad that still resonates with consumers had a grand mission to make Bajaj two-wheelers connect with consumers on an emotional level. Bajaj was by far a leader back then, but it was also a time when multinationals like Honda were entering the market.
A two-wheeler was in many ways an aspiration for the middle class, while owning a car remained a luxury. The jingle, made up of Louis Banks, soon became a success and a symbol of pride for many. Although the advertising campaign was unconventional, it got the blessing of Raúl Bajajwho sensed success before its launch.
MullenLowe Lintas Group, Group BCC and chairman, Amer Jaleel, said: “I remember the original ‘Humara Bajaj’ work from when I wasn’t at Lintas and I remember thinking, ‘This is not advertising,’ it’s a part of the culture. We were so immersed in the recognition of ads that seeing something so tangled up in life was hard to digest. It’s probably the first example of what people call content for brands. We’ve done a lot of iconic pieces since then, but I have to salute the spirit behind an organization that they built enduring symbols of India, including the Chetak”.


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