Purple Focus creates buzz for Bajaj RE60
The country recently witnessed a high profile media launch of Bajaj’s new four-wheeler – RE60. The vehicle is a radically new concept, which is all set to transform last mile transportation in the country. With just 60 gm/km of CO2 emission, the RE60 is expected to be the most eco-friendly four-wheeler on Indian roads.
Commenting on the brief, Rahul Vaidya, Director, Purple Focus, said, “The brief was clear, we had to communicate that RE60 was the most eco-friendly vehicle on the road. The communication task was thus defined as positioning RE60 as the best solution for intra-city transport as it has the least emission.”
P Murali Gopal, Executive Creative Director, Purple Focus, who championed this assignment, elaborated that with the product unveiling aligned with Auto Expo 2012, the first phase of communication was to create the required buzz, explain the concept and catch the attention of key stakeholders.
Source: exchange4media.com