Bajaj uses patriotism and metal from a scrapped Indian navy ship to sell its new bikes
The model "V" motorcycles have been built from the metal of INS Vikrant.
Take patriotism. Add an abandoned warship. Stir well on Republic Day. And you have what could be very clever marketing.
Bajaj Auto's new motorcycle, called V, has been made with metal taken from INS Vikrant, India's first aircraft carrier, which was sent to the scrapyard in 2014.
V for, you guessed it, Vikrant.
As the charged commercial, garnished by AR Rahman's Vande Mataram, states, the idea is not to allow history to fade. After all, wasn't INS Vikrant, according to the ad, instrumental in securing India's victory against Pakistan in the 1971 war?
So, Bajaj purchased the metal from the ship that was being scrapped and the rest is a series of motorbikes.
Commissioned in 1961, the INS Vikrant was decommissioned in 1997. Till 2012 it served as a museum, after which it was sent to the scrapyard.
The words "Made with the invincible metal of INS Vikrant" are engraved on the bike. It's a clever campaign, selling a piece of India's military history, selling being the operative word.
