Turning an electric scooter in to a big brother.
Challenge
India’s two-wheeler market is crowded. Really crowded. With Scooters & Motorcycles numbering to hundreds of millions. Majority of buyers have two opposing motivations for buying a two wheeler. The scooter buyers are looking for mileage and utility, the motorcycle buyers are looking for power and style. And there are more options than they can count.
So how do you launch a new electric 2-wheeler in such a crowded market?
Insight
The BGauss RUV 350 offers bigger seat, bigger wheels, better ground clearance, better storage space than a scooter and it offers acceleration and power closer to a motorcycle. It actually brings the best of both worlds. So rather than fitting ourselves in to one category over the other, why not create a new one?
Idea
We created the platform “Scooteron Ke Bade Bhaiya” (The Big Brother of Scooters) to achieve two goals. A. Illustrate the features of the EV in settings where only a motorcycle would go. B. Invoke the human values of the elder brother in Indian families everyone looks up to when the duty calls.
Execution
To really emulate the personality of an elder brother we cast Ajay Devgn, the much loved bollywood superstar and the silver-screen elder brother of the country. We created multiple Films, feature-led Print, Outdoor, and Social Media ads to present the symbol of elder brother while correlating the features of the EV in an integrated campaign that increased the sales of the product to unprecedented numbers in the key markets of BGauss.
Brand
BGauss
Campaign
Scooteron Ke Bade Bhaiya
(The Big Brother of Scooters)
Agency
The Womb
Role
Writer & Senior Creative Partner