A few days ahead of Auto Expo 2016, Bajaj unveiled its latest motorcycle. Bajaj V, the new 150cc motorbike, carried an unusual tagline – “Part motorbike, part war hero”. Why would a modern motorbike be called a “war hero”? Here’s where things get really interesting. Bajaj announced to the world that this new motorbike would contain metal sourced from India’s first aircraft carrier, INS Vikrant . Each bike would carry a unique piece of metal from this historic warship, which had led the Indian naval fleet for several decades.

Rebirth of aircraft carrier Bajaj V is, therefore, promoted as a bike “made with the invincible metal of INS Vikrant ”. The brand goes on to say, “The V is no ordinary machine. It has an upright stance that exudes solidity and attributes that epitomise the invincible INS Vikrant , whose metal it contains.” Note the quick and seamless transfer of masculine brand attributes such as solidity and invincibility, from the historic aircraft carrier to this modern motorbike. To emphasise these attributes, the bike also carries the solid insignia of INS Vikrant , on its fuel tank.

All this is likely to strike a nice chord with Indian consumers because the Vikrant is a really famous part of India’s military history. Commissioned as India’s first aircraft carrier in 1961, it participated soon thereafter in the liberation of Goa from Portuguese rule. It then changed the course of the 1971 war by enforcing a naval blockade of East Pakistan. When the ship was retired from active service, there was some discussion that it would be converted into a museum. However, this was eventually deemed not feasible and it was sold as scrap to the highest bidder. This was when Bajaj saw the unique opportunity of the Bajaj V, by buying out metal from the scrap merchant, and using it as a powerful theme for its new motorbike.

Moondust and the Titanic If Bajaj has used a warship to deliver a piece of history to Indian consumers, Romain Jerome, a famous Geneva-based brand of watches, has used equally compelling fragments of history very successfully, on more than one occasion. Romain Jerome’s Moon Dust DNA watches are said to contain some actual dust particles from moon rocks, and the outer cases of these watches are crafted with metal from the original Apollo XI spacecraft and space shuttle. The straps of these special watches contain fibre from real spacesuits used during these space missions. This was a limited edition wristwatch, with only 1969 pieces being made, to mark the year in which man first landed on the moon.

Similarly, Romain Jerome also created the Titanic DNA watches, where each wristwatch contains metal extracted from the hull of the ill-fated ship, the Titanic . In addition, bits of coal which were to be used on the Titanic have been used, along with other material, to create the handsome carbon-black dials of these watches. Reports indicate that only 2,012 Titanic DNA watches were made, to commemorate the 100th anniversary of the sinking of the Titanic , which occurred in 1912. The brand encourages its customers to carry a piece of history on their wrists by wearing the Moon Dust or Titanic DNA watches. These watches have been very popular with connoisseurs. News of the Bajaj V is already drawing positive response, though the motorbike is yet to be launched in the market place. What makes these “piece of history” products so popular, and are there lessons that marketers can learn?

Owning a piece of history Fundamentally, these products have lots of takers because so many people love owning a piece of history. Well, before brands and marketers began leveraging this insight, postage stamps had already begun cashing in on this consumer need. My dusty old philatelic collection, which I am very possessive about, includes stamps and first-day covers issued by the Indian Postal Department to commemorate several famous events in history, such as the Conquest of Mount Everest, the Quit India movement, and 100 years of cinema. I know of many friends who have gone to great lengths to procure a piece of the Berlin wall, which is now proudly displayed in their sitting rooms. Wealthy people have paid millions to purchase the original manuscript of lyrics written by the Beatles, or letters written by Mahatma Gandhi, which are part of history. Perhaps owning even a small piece of history makes us feel special, and that’s a powerful human impulse which marketers can smartly cater to.

The emotions of history In addition to making people feel special, some pieces of history also stir great emotion amongst specific segments of people. INS Vikrant and the 1971 war in East Pakistan, in which India emerged victorious, stir positive emotions in millions of Indians, particularly among the generation that lived through those days. Historic events in diverse fields, such as India’s memorable 1983 Cricket World Cup triumph, or the launch of India’s first satellite Aryabhata, in 1975, also evoke strong emotions of pride amongst large segments of people in our country. Pieces of history associated with these events will make such positive emotions come to the forefront once again, notwithstanding the fact that several decades have passed since then. For marketers who want to achieve strong emotive connect with their consumers, this is a point worth pondering over.

Rarity of history Many pieces of history are rare and can, therefore, only be possessed by very few people. This includes gold medallions issued by Mughal Kings such as Jehangir or Akbar, swords used by Emperors such as Tipu Sultan, or, indeed, even moon dust collected from lunar rocks by Apollo missions. When some things are rare and desirable, marketers can use them to create brands and products that are highly sought after. Jewellery brands can use Mughal medallions, miniatures or gemstones to great effect. As we have already seen, wristwatches can use moon dust very effectively too. Often, brands can use these pieces of history as “image drivers” — a few exclusive products at the top end of the range, which set the overall image and aspiration for the brand, even if these fragments of history cannot, by themselves, contribute large volumes of sales.

Imagination and history The consumer drivers discussed above are powerful marketing levers. Very importantly, there are so many famous points of history that are of great interest to Indian consumers. Therefore, the use of pieces of history to create appealing products and brands is entirely dependent on the imagination of marketers. For instance, where can the soils of Kurukshetra or Panipat be used, since these towns are associated with epic wars? Where can the waters of the historic Ganges be used? What will the equivalent be of a Titanic DNA wristwatch for Indians? Which are the points and pieces of history that can be used to create unique brands and designs of garments, jewellery, furniture, cosmetics or food? Only time, and history, will tell. In the meanwhile, we will be watching the Bajaj V closely, as it gives rebirth to the glorious INS Vikrant .

The writer is a Member, Group Executive Council, Tata Sons

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