Bajaj Commercial Vehicles conducts multi-city campaign in Kerala

| 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 RE-445.

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 state."

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.

The 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.

This 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.

Commenting 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.

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