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Bajaj Discover 125 Ad Hurting Splendour, Passion
The Discover is Bajaj Auto's commuter bike. It is the company's best selling bike and is available in various power options. The latest one to join the line-up is the Discover 125. It is vying for the same space which is currently occupied by the Hero Splendour and Passion.
The Bajaj Discover 125 TV commercial shows people criticizing their bikes for their lack of power or performance. The ad claims the Discover is a more complete bike that can offer the power and the mileage needed in a motorcycle. Although the names of the Splendour and Passion are muted in the ad, it is very obvious which bikes the people in the bike are referring to.
This is probably the first time a two wheeler manufacturer has taken on competition so directly. Bajaj Auto MD Rajiv Bajaj has claimed the TV commercial was based on consumer research interpretation and has nothing to do with Hero.
Industry watchers have said Bajaj Auto is trying to push itself up when the market Leader Hero is still rebuilding itself after it ended its partnership with Honda. Hero Honda has been India's Number one two wheeler company and that mantle is now held by Hero. Bajaj which is now a close second is now in a better position to over take Hero than ever before. By creating an ad that shows its dominance over Hero, Bajaj Auto is trying to boost its image.
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