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Friday, January 28, 2011

An Ad In Extreme Bad Taste - Bajaj DTSI 150


Recently I was surfing the channel and came across a new ad. It showed two young boys, I would say they would be in the age group 5-7, maximum 08 years. As my little daughter was sitting with me I did not switch the channel – she felt something was coming up for kids and so did I.

The two boys, dressed in school uniforms, came and sat on two motorcycles and started playing a game – that they were riding the bikes. It was all make-believe of course. The first boy (who was sitting on the bike that made the ad) mentions something about his motorcycle and the second boy makes a face, saying his bike does not have that particular feature. The first boy again says something about his bike and the second boy replies that his bike does not have that feature either. This goes on for some time, the first boy voicing the features of the bike and the second boy categorically saying that his bike does not have any of these wonderful features. Then a girl, of their age, comes dressed in school uniform, and the second boy asks if she wants a lift. The girl happily agrees and sits with the first boy. At that moment, the second boy’s father comes out. The second boy jumps down from the bike and says “Main nahi jaaonga iss boring bike pe” – I will not go on this boring bike!!!!

The culprits: BAJAJ DISCOVER 150
Sensibility towards audience: NONE
Social responsibility: NONE

As a brand that talks of family values (they have been using the family theme in most of their ads) it was extremely disappointing to see that BAJAJ would stoop down to something like this. A 07-year-old telling his father that he will not sit on his father’s bike because he finds it too boring....so what does BAJAJ recommend? That the father get a new bike just because his son feels it is not upto status, that the boy in the BAJAJ Discover 150 Bike has a better social ranking and he will lack behind as he does not have that bike? The only reason to bring in the girl and show that she goes with the boy in the BAJAJ bike is to humiliate the other child – if you do not own this bike you do not have any social standing, that you are an embarrassment and one would feel ashamed to go out with such a person??!!!!!

Did BAJAJ really think no one would take offence? As a brand that has been around for quite some time now, the basic minimum that BAJAJ could do is to make an ad that has some sense and responsibility in it....not a brand that has to show down another model in order to make itself look better. It is a shame that such ads are being made with our little ones and targeted at them – of course an ad that has a little one in it would draw the attention of the little ones. It’s a shame, that’s all......and the only good deed Bajaj could do now is to pull this disgusting ad off the air, if there is some little bit of shame and responsibility left in the Bajaj brand that is.....

There are many other ways to show the merits of brand....employing little ones and making such unwanted remarks like ‘I don’t want to sit on your boring bike” may boost your sale....but will it increase your repute too? I seriously don’t think so......


And like I always say and believe in:
'Heal the world we live in
Save it for our children' - MJ

Happy Parenting!!!!

Debolina Raja Gupta
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