The Hindu Business Line : Bajaj `Discovers' Jackie Chan

Said Mr Piyush Pandey, Group President and National Creative Director, O&M: Chan's role, for the moment, is specific to promoting Discover and the campaign is meant for the domestic market.

"Chan is not a brand ambassador," he said when asked if the automobile company, known to have manufacturing aspirations in South-East Asian markets, would use the film star's backing in marketing strategies for those regions.

Each motorcycle model has its own niche and character, he said, explaining why Chan's role was Discover-specific and not extended to include Bajaj's other motorcycle models. The Discover's design, in fact, draws several cues from the best-selling Pulsar twins. Its competition in the domestic market includes the TVS Victor and Yamaha Fazer.

Mr Pandey declined to give details on Chan's contract. "Let's see how the campaign goes," he said. The print advertisement, showing Chan and the Discover DTS-i motorcycle, sports the headline, `A master and a masterpiece.'

According to him, Chan "as a brand is a fantastic fit for a fantastic bike" and has better popularity in India than the likes of Tom Cruise or Pierce Brosnan. The campaign will include television, the commercial for that medium set to be released in the next 48 hours.

Bajaj Auto's statement on its September sales said the Discover has been launched in select States, with nearly 14,000 units already sold. Production ramp-up is planned shortly and the bike should be available nationally by November.

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