Talking Auto Activity

Talking auto
Location: Diesel markets – Mysore, Gadag, Chikmangallur, Udupi, Bijapur

Product : Maxima Passenger and Compact+ Diesel

Background:
There is potential to grow in the diesel market as we are currently a challenge in BD
segment.

Objective: To increase the awareness and conversion of Small and Big Diesel vehicles

Method: Develop a property which will talk about how Bajaj Auto provides the best in class
technology for a 3W. Features like Dura Block, Power Engine, Power coupling etc can be
promoted along with the latest BS-IV engine
Target Group

• Competition customers – Mainly Piaggio Ape and Mahindra Atul

customers
Activity Details
Pre Activity (Recce/Permission)

One day before the activity

the dealer team accompanied
Understand the time when Inform the influencers / stand
by a promoter should visit the
maximum Auto drivers would leaders about the “Talking
identified stands and
be available at the stand Auto” activity
introduce themselves to the
stand leader

In case the Auto stand does

not have enough space for
Permission if any to be
vehicle display, nearby
obtained
prominent spots to be
identified for the same.
Main Activity
Reach out to stand and create
noise around the Bolne wala
Auto to build curiosity
Auto drivers to handle the
Tablet, and they should be
encouraged to click the features
one by one to listen to the
audio content
Test drive to be encourage and
supervisor to announce about
finance schemes if any
Talking Auto along with
branded van to arrive at the
stand with it introduction and
asking people to interact with
After the auto show supervisor
to summarize the product
features
Database to be collected of all
Participants and hot prospects
The supervisor/emcee to
The Open chassis vehicle should
encourage Auto drivers to
be displayed near the branded
participate in the event (Anchor
van.
Spiel to the used)
Any customer who can
Promoter to distribute the reproduce the mimicry which
leaflet only to Auto drivers he just listened would be
rewarded with a gift
Team to wind up the setup and
move to the next stand
Talking Auto Setup

To create easy to install and portable setup (electrical circuit)

• LED flashing lights will be
installed on the push button which can be used on different auto provided by different
to highlight info points dealers

Trigger points (button) sound module will be used to play 6

features’ sounds

This will be amplified by bigger speaker placed inside the auto

itself

Battery and inverter will be used to power the amplifier

speaker
Features to be explained
• BS-IV Power Engine

• Advanced 470 CC BS-IV engine which provides 12% more power, 23% more torque than competition.
Oil cooling and Aluminium block with iron cast lining improves the engine life significantly. Engine has a
life upto 1,00,000 KMs which is 3 times the life given by competition

• Only Bajaj Genuine Oil has friction modifier with added additives. It provides proper lubrication and
cooling of all parts thereby increasing the life of the engine significantly. BGO oil change interval is
10000 Kms

• Advanced Air filter - Bigger Air filter which enhances the dust holding capacity. Also the air take snorkel is
at the top of the hood which ensures cleaner air is consumed during combustion even while operating in
dusty roads/conditions. The replacement interval for air filter is 30000 Kms whereas for competition it is
20000 Kms.
Features to be explained
• Power clutch - Long lasting Dry clutch similar to heavy vehicles like trucks. Clutch has minimum
life of 35000 Kms which is 3 times more than competition

• Power Coupling - Heavy duty CV shaft like medium commercial vehicles. Reduces the
maintenance costs significantly. Coupling runs maintenance free upto 1,00,000 Kms which is 5
times more than competition

• Strong Chassis - Rigid chassis gives you the power to carry load upto 1 tonne which is not
possible with competition vehicle.

• Gear Box – Only Bajaj vehicles have Double top 5 speed gear box. Other vehicles give 4 speed
gearbox.
Event Setup
Elements of the Activity: Manpower: Hardware:
 L shaped branded mobile van to
 Supervisor – 1 Nos.  Audio system
be used for mobility as well as
visibility  Promoters – 3 Nos.  Battery back up for Audio
 1 auto with open chassis
 1 auto for demo and test drive
Post Activity
• Dealer team to follow up with all the enquiries generated during the event
• Dealer team to revisit the stands to collect feedback from the market
 Costing – 26 day activity
Bajaj - Talking Auto Van Campaign Cost Collateral Cost
No of States 1 Karnataka
No of Vans / state 1
TOTAL VANS 1
Billing Days 30
Cost / Cycle Unit
Billing Days 30
Working Days - as per 1 month cycle 26
Working Days - as per 1 month cycle 26
Total
Fixed Cost Recurring Cost Elements Qty Per day Total Qty Unit Rate Amount
I VAN - SCV - Tata ACE 1st Cycle
Leaflets - A4, 4+4, 100 GSM 150 3900 2.1 8190
Van Rental 2000 30000 T-shirts 12 350 4200
Driver 400 6000 Fuel Coupon - for winners 25 650 50 32500
Van Fabrication & Printing - L Shape with LCD Stand 30000
Printing of Fuel Coupon 25 650 0.5 325
Van running cost - Fuel - 100 kms per day @ Rs. 750/- per day 19500
II EQUIPMENTS
Sound, Music, Audio System with mike @ Rs. 350/- per day 10500
LCD - 42" @ Rs. 300/- per day 9000 TOTAL 45215
Tab - 1 no. 10000
Wiring, cable etc 2000 Add: Agency charges @ 12.5% 5651.875
Electronic generator 1 kva @ Rs. 400/- per day 12000 Gross Total 50866.9
III MANPOWER
1 supervisor @ Rs. 550/-/day/person 16500
1 Anchor @ Rs. 2000/-/day 60000
2 promoters @ Rs. 500/-/day/person 30000
Travel for Recee Promoter - Inter & Intra 26000
Boarding & Lodging of team @ Rs 200/person 24000
IV Interactive Game
Interactive Game 5000 SUMMARY
V MISC
Permissions & Pay offs TOTAL
Reporting & Communication 2600 SR. NO. DETAILS AMOUNT
Creative Adaptation & Translation
Briefing Charges 5000 1 Event 340987.5
Data Punching (50 enquiries x 26 days) 2600 2 Technology for Audio 106875
SUB TOTAL 54400 248700 3 Collaterals 50866.875
AGENCY FEES@12.5% 6800 31087.5
TOTAL (1 van for 1 cycle) 61200 279787.5
Grand Total - 1 van 340987.5 TOTAL COST 498729.375