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Leo Burnett Company, Limited
175 Bloor Street East, North Tower
Toronto, Ontario M4W 3R9
+416 925 5997

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Bajaj Auto Launches Motorcycle Forged From Warship’s Metal

Bajaj partners with Leo Burnett for the brand’s largest rollout of the decade in the two-wheeler category.

Following the release of a teaser film on India’s Republic Day last week, Bajaj Auto, in collaboration with Leo Burnett India, has unveiled the Bajaj V. The latest commuter bike by Bajaj is forged from the metal of India’s historic warship, INS Vikrant. It is the brand’s largest launch in the last decade for the two-wheeler category.

On the day of the launch, #bajajV was trending at No. 1 in Delhi, No. 2 in India and No. 3 in Mumbai on Twitter.

INS Vikrant was India’s first aircraft carrier, purchased from the British in 1957. It was instrumental in India’s win in the India-Pakistan war of 1971 and is considered by many Indian citizens a symbol of courage and pride.

Preserved at a museum from 1997 to 2012, the Supreme Court of India ordered the INS Vikrant scrapped in 2014. That was when Bajaj Auto embarked on a mission to keep the aircraft carrier alive by buying the scrap metal and transforming it into the Bajaj V as a tribute to this piece of history. With the arrival of Bajaj V, millions of Indians can now own a vehicle with parts from the Vikrant.

“INS Vikrant has always been a symbol of pride for all Indians. We therefore wanted an idea to communicate pride in a powerful way,” said Saurabh Varma, CEO of Leo Burnett India. “It is exciting to see how an idea shapes the product design and strategic communication.”

The bike is a reminder of the warrior spirit of India’s first aircraft carrier after it was decommissioned.

The track accompanying the teaser film is “Maa Tujhe Salaam,” by A.R. Rahman, a two-time Grammy Award winner and an Oscar winner.