Ads – are they a reflection of our bike makers?

I would think so, and here’s why. Let’s talk Hero Honda first.
You’d agree no one understands the entry-level, 100cc market better than the Munjals along with Honda. After all, they have the puny machines to thank for, for their number one bike maker status, umpteen numbers of years running…
And it shows in the CD and Splendor ads. The connect, is superb. And is a reflection of the bike maker’s understanding of the audience. Watch the Blind dad ad for the Splendor and Super Splendor for starters!
However, the ads for the company’s premium segment offerings; the X-treme, the Karizma R or even the latest Hunk, are pathetic, to say the least. These ads lack oomph and excitement; actually they lack everything the product stands for – power, performance and the sheer ability to enthuse. An indication, I believe, that Hero Honda (Honda mostly) fails to understand the needs of the premium TG.
Bajaj on the other hand understands the 20 to 30 somethings as if the company were shaping their thoughts! The Pulsar ads, right from the beginning have had that all-important ‘hook up’ flavour to them. And the fact that buyers, even after having faced quality issues with the bikes, have gone ahead and bought these offerings is a testimony to the same. In fact, they swear by their bikes, do these enthusiasts. And the amazing thing is; they actually consider the bike’s shortfalls as her pluses!
TVS too has done well in the premium segment ad scenario. The Apache ads were brilliant – college guys, frolicking, taking pot shots at boring, and more focused men. And then the RTR ad – the flirting, the rebellion, and of course the carefree attitude – the ad only raises the bar. The Star ads meanwhile have touched the right listeners as well. And though TVS isn’t setting the sales charts on fire, the company is at least logged on to the radar of majorities. And that’s half the battle.
Ads then are a reflection, a refection of our bike makers understanding of our needs.