Bajaj XCD: Ad evolves from Girls’ Catfight to a Genie

-Nikhil Singh

Bajaj XCD in its recent TVC uses Arabian Nights Genie in its modern format to increase brand salience. The earlier TVC series showed catfight among girls to promote brand imagery. The new TVC uses old “Genie Concept”, there is a twist in the tale though.

In the first ad series there was catfight among sisters to become XCD pillion rider. Girls in high heels, wearing leather pants, performing breathtaking stunts trying hard to be the XCD pillion rider. It showed the desire level among the girls just to become a rider at the back seat. This TVC creates brand image of “ultimate desire machine”. Twisted sister commercial was launched in February this year.



In the new TVC series focus is on common man. In the TVC, a man suddenly trips over an ancient lamp. Suddenly a genie appears in front of him. Genie is ready to grant his wishes. Man asks for a house, genie grants him a palatial house. But the man goes for simple house. Genie gives the man a chic life partner, the man asks for a sober partner. In the end the Genie grants, his next wish in the form of Bajaj XCD and the person opts for a simple bike.

Through this TVC Bajaj is able to establish XCD in a different class itself. XCD offers all the features of 125 cc bike at the cost of 100 cc bike. People going for 100 cc bike are by far the majority. Bajaj aims to convert lot of people from economy segment to executive segment. The advertisement is aimed at inducing people to upgrade to mid segment. The advertisement is able to establish brand saliency of XCD as well. Genie in the modern avatar is far more likeable and able to establish a connect with the customer.

Through this advertisement Bajaj is able to communicate that a person loses a lot if he doesn’t ride an XCD. Approach followed is completely different from traditional automobile ads. Usually automobile ads have bike performing all the stunts and showcasing the benefits it offers to customers. Bajaj used the aged old avatar to convey the point “Bike is special”.

Nikhil Singh, PGDM-II, XIMB