Bajaj Probiking - A 360° Experience

Challenge

Hi-end, hi-tech bikes enhance and reinforce the image of a bike brand. Through regular dealership channels, Bajaj Auto was facing the challenge of getting the right attention to bikes in 180 cc + segment.

Elephant Solution

A new-age experience specifically designed to create exclusive zones for the bike enthusiast.

Elephant Team took an integrated design approach. The exercise began with extensive consumer interactions to understand the delights and expectations of bike enthusiast. The next stage was to convert the insights and inferences into tangible and beneficial branded experiences. Bajaj Auto identity clubbed with the statement of “Power-biking” culminated into a distinct blue and orange expression for Bajaj Probiking, as the experience is named.

A complete program from brand identity, branded environment, interface design, marketing communication and visual vocabulary has been created by the Elephant Team.

Most exciting part of the experience is in-store test-ride on the 180 cc bike, complete with all parameters on real-time display panel. This is built through state-of-the-art dynamometers. It eliminates the logistics and safety issues of offering test-rides on busy roads; at
the same time giving riding pleasure to the initiated.

Maximum interaction is built through information kiosks developed by Virtual Elephant Team. These kiosks enable visitors to browse through in-depth information, book test rides, get quotes and even book orders.

Results

Bajaj Probiking showroom in Pune is the first of its kind in the country. The high end bike sales have shown significant growth since the showroom opened in the last two months. Encouraged by the response Bajaj Auto plans to set up more such experience zones across the country.

Design Mantras

Ashish Deshpande, Founder Director & Principal Designer, Elephant Strategy+Design was invited by NID to share 'Mantras for Delivering Good Design' at the Design clinic organized jointly by NID and CSIR/ MCED in Aurangabad. Design Clinic aimed at inculcating importance of design and ways of achieving success by design within the R & D teams of industry