Bajaj Commercial Vehicles conducts multi-city campaign in Kerala
by EVENTFAQS Bureau | Marketing | March 25, 2013 | News
Bajaj Commercial Vehicles is conducting a
multi-city campaign in the Kerala market. The Bajaj Health + Mileage
Campaign started on March 7 and is an on-going activity covering four
cities - Kochi, Kollam, Pathanamthitta and Kottarakara. Tamarind Event
Management Solutions is executing the campaign which aims to promote the
Speaking about the association
between Bajaj and Tamarind, Vipin Das, MarCom Head, Tamarind Event
Management Solutions said: "Our association with Bajaj has been on for
many years now. We have previously associated with the brand for the
launch of three of their bikes. It is the first time we are associating
with their Commercial Vehicles segment. The mandate was to create a
campaign which would create a deep connection with the target group in
The BTL activity is promoting the
RE 445 as a high mileage commercial auto with numerous health benefits.
The campaign focuses on the vehicle's high mileage capacity and design
to give relief to the major health ailments autos caused to the
autodrivers. The campaign intended to create a deep connection with the
autodrivers in the state, while communicating brand values.
autodrivers are briefed on the brand values of Bajaj CV. An interactive
platform is created for them, which incorporates a free health checkup
along with games and other fun activities. The campaign consists of a
pre-combing activity wherein four bikers travel to each event location
and brief the target group - the autodrivers - about the event. This is
followed by on-site promotion of the RE 445 by Bajaj mascots.
activity is a part of the social responsibility activities of Bajaj
Commercial Vehicles. There are also test-drives and mileage competitions
organized in each city with around 80-120 test drives taking place each
day. Post-combing activities which consist of taking feedback about the
vehicle and the campaign are also taking place.
on the event, Das said: "The response was really great. Many inquiries
were generated for Bajaj and the autodrivers benefited immensely by
means of the health checkup. Around 100 people were engaged daily. The
first limitation that we faced was due to geographical locations. Many
of the autostands were in remote locations and it was difficult for us
to reach to the area. We had difficulty in sourcing of technical support
and manpower also. Our R&D team overcame this barrier by doing a
detailed market study."
Tamarind Event Management Solutions is executing the campaign which aims to promote the RE-445.