The film opens in a bike showroom where the protagonist is handed keys to his new bike by the salesman.
Bike Bazaar, India’s first two-wheeler ownership-ridership life cycle company today announced the launch of its first brand campaign to help democratize two-wheeler ownership and bike loans for all Indians. “Bike Loan par sabka haqq hai” is conceptualized by The Womb and is directed by ace film maker and National Award-winner Amit Sharma from Chrome Pictures.
For many Indians a two-wheeler is a path to progress. However, the path to ownership is laden with difficulties of paperwork and formalities to get a loan. Bike Bazaar as a brand enables ownership by making the loan process and paperwork easy. This has been dramatized in the form of an emotional story of a young man who finally gets a bike loan, and a bike, after multiple rounds of rejection by legacy finance companies.
Commenting on the campaign, Srinivas Kantheti, MD & Co-Founder, Bike Bazaar, said, “Bike Bazaar’s mission is to democratize bike loans for all Indians, as we believe everyone deserves a better life and employment opportunities and should not be deprived of it due to lack of access to the organized financial credit system. The Womb’s ability to create distinctive, strategically relevant creative work is what drew us to them. We had them on board at a very early stage to build our brand from the ground up including our brand architecture and the new identity.”
The film opens in a bike showroom where the protagonist is handed keys to his new bike by the salesman. At this point the protagonist is so overwhelmed that he breaks down with unimaginable joy. This unusual expression of joy is explained by a VO ‘Ask them who were never given a bike loan. Except us. Bike Bazaar gives you a bike loan without a bank cheque’.
Navin Talreja, Founding Partner of The Womb, said, “It was a very concise yet challenging brief from Bike Bazaar leadership team as they cumulatively have more than 100 years of experience in the two-wheeler segment. In our months of extensive research in the heartland we found that everyone wanted a two-wheeler because it is the biggest driver of employability and progress in their lives, but it was difficult due to lack of access to credit/loans. While rural India is growing, there are still many Indians who cannot participate in this growth due to not having access to the right documents or facilities. With its promise of access to Two-wheeler loans, without needing a bank account, a cheque book or a NACH mandate, Bike Bazaar lives up to its positioning line of ‘Bike Loan par sabka haqq hai’.”
Headquartered in Pune, Bike Bazaar was started in April 2017 by industry veterans K Srinivas, V Karunakaran, and Ratheesh Bharathan. Its range of offerings include financing of new and used two wheelers, electric bikes, insurance and servicing as well as buying and selling used two-wheelers.
“I was excited when I first heard the script, it was a very engaging human story that is unlike any other in the category. It is about how incredible and unreal you feel when you hear ‘Yes’ after so many ‘Nos’. And when you hear that one ‘yes’ for the first time, the uncontrollable emotion of joy that runs through your mind, is the feeling that we have tried to bring out in this communication” said, ace film maker Amit Sharma from Chrome Pictures.
Apart from the main thematic TVC, there are two shorter films that focus on the brand USP. These will be on air during the upcoming festive period where two- wheeler purchase is high. This campaign is complimented by digital medium and Out-of-Home as well.
Bike Bazaar is the consumer-facing brand name of WheelsEMI Private Limited and has Faering Capital and Elevar Equity as it’s marque investors. Bike Bazaar has more than 2 lakh customers and have successfully disbursed loans more than INR 1000+ crores. The Company has over Rs 5 billion in assets under management through its over 1,000 franchisees across India.
Source: Business World