latina Comfortec: Bajaj Platina

Bajaj Platina, a brand traditionally known for mileage supremacy, has a completely new
story to tell however. A story which is inspired by the pain suffered by commuters who ride
long hours on bad roads, and who end up suffering from back pain. The new Platina
Comfortec has been differentiated on superior riding comfort since it gives 20% less jerks
compared to leading competitors. The bike had to be positioned as ‘The most comfortable
bike in the category’.

Communication-wise, the challenge was to tell this simple yet powerful product benefit
without being clinical or boring. And thus, using the dancing ‘Tanjore’ dolls as a metaphor
for jhatkas became the unequivocal choice for Bajaj Auto and Ogilvy Mumbai.