'Hamara Bajaj' means, 'Our Bajaj'. One of the most successful campaigns in India, this was created for the company Bajaj Autos. This campaign in the late 80's was for Chetak scooters which was the Indian made scooter produced by Bajaj Auto. The brand name 'Chetak' was after a legendary horse of fearless Indian ruler, Maharana Pratap Singh of Mewar. Even though the Italian competitors of Vespa gave a very tough competition, Bajaj Chetak managed to remain successful, but not for long. With the advent of international companies and changing trends in the use of two-wheelers, market for scooters really went down. And around 2008 or 2009, 'Chetak' lost its ground to dazzling bikes and had to be discontinued. The success of that campaign around 80's-90's made it so popular that, when Bajaj Auto focused their attention on bikes as a new product, they used the same campaign featuring bikes. The first campaign was initiated by Lintas (I think, Alyque Padamsee was the creative head) and then during the 2000's with the campaign for bikes, it was still with then, Lowe-Lintas (Renamed after the merger by IPG) with R. Balki as the creative head.
Hamara Bajaj Old Ad - Copyright Bajaj Auto
The beauty of this campaign was on all elements of that ad. The overall message strategy employed here was the transformational side of message strategy. It focused on the brand being a symbol of pride and success. It also brought in the slice-of-life through that simple campaign. The music used was perfect for instigating a sense of patriotic feeling and simple joy.
Even when the company's focus changed to the newer bikes and replaced the simple 'Chetak', the strategy remained the same. The music got a new age twist, the appeal was to show the everyday use of that product and also appeal to the target audience, the young adults. There was a slight change in how the idea of the bikes being a symbol of success and individuality changed from how it was represented for 'Chetak'.
However, there is a news that Bajaj might relaunch 'Chetak' again in a year or two.
Just a note on the two creative geniuses from Ad world : Alyque Padamsee, one of the top creative guys from Indian Advertising industry. He was the brain behind the 'Liril girl', the 'Surf lady', the 'Kamasutra' and many other revolutionary campaigns created in India. R. Balki on the other hand, is more popular as the director of a couple of good Indian movies -'Cheeni Kum', 'Paa', and 'Shamitabh' (all these music composed by the great Ilayaraja). He is the man behind the brilliant campaign for surf 'Daag ache hain' (that is yet another favorite) and many others. By the way, these ads and the ad men were my inspiration to enter this industry!