Bajaj has launched a new promotional activity for its V brand, called ‘Mission Vikrant 1971’. This, one of a kind campaign, invites the audience to help Bajaj find the 1,300 officers and sailors who served on INS Vikrant during the 1971 Indo-Pak war.
To help Bajaj in its cause, a dedicated micro-site has been launched inviting entries from friends, families and well-wishers of 1971 war veterans who served on the INS Vikrant. The details entered on the site will allow Bajaj to trace and connect with these veterans. The intent will be to find out more about their journey on the INS Vikrant, which will be presented to the Indian public.
Speaking about this campaign, Sumeet Narang, VP, marketing, Bajaj Auto Ltd said “Ever since we unveiled the Bajaj V on Republic Day we have been inundated with calls asking us about the erstwhile INS Vikrant. We are pleased to announce the launch of Mission Vikrant 1971 which is the biggest ever countrywide search for the 1971 Vikrant war veterans. We would like to record their stories for posterity, and present it to the country.”
A growing number of manufacturers have been turning towards digital and social media to increase the public interaction. As a part of the Bajaj V15’s promotion, the company had also a documentary called ‘Sons of Vikrant’ which captured stories and experiences of senior naval officers who served on the INS Vikrant. The company plans to take this initiative a step further with Mission Vikrant 1971.
