May 27, 2010

18 Memorable (Indian Motorcycle) Advertising Tags - My top 5

My top 5 memorable motorcycle ad tags..

Before I list out my top 5, let’s clarify a few things.

What is a tag line?

What comes to the mind when one comes across the lines, "Just do it"?
Most of us would instantly say, Nike. "Just do it", is probably one of the most famous tag line to be associated with a brand.

What does a tag line do?

A powerful tag line provides instant recognition to a product in a crowded market place. It makes the product stand apart from its rivals by clearly bringing out its USP (Unique Selling Proposition).

In case of Nike, the brand stands for / is positioned (in the mind of customers) as personal athletic achievement. Nike just wants you to go out and "just do it". The tag line also has to bring out the positioning of the product/brand.


My Top 5 Memorable Motorcycle Tags..


No.5. "More smiles per hour": TVS Victor

When the 110 cc TVS Victor was launched in August 2001, this particular tag line made the TVS Victor stand out among other models like the Hero Honda Splendor/Passion, Yamaha Crux and Bajaj Caliber

TVS Victor- More smiles per hour

For me, the tag line worked since it communicated how riding the Victor was an enjoyable experience. Also the "More smiles per hour" tag line which was just a clever slightly tweaked version of the "more miles per hour" was simple and catchy.

I clearly remember that during those initial years the 110 cc Victor was becoming a familiar sight on our roads.

But after sometime TVS started to bring out variants of the Victor (like the Victor GLX and Victor Edge) with different engine capacities and body styles, which probably confused the consumers. The More smiles per hour tag line was also eventually dropped. The Victor brand ultimately died a slow death.





No.4. "Leave Home": Royal Enfield Thunderbird

This tagline for the Thunderbird is just a couple of years old. And since Royal Enfield doesn’t quite invest in costly TV commercials, I have seen this "Leave Home" campaign in the form of print ads.

Royal Enfield Thunderbird- Leave Home

For me this tag line works as it very clearly brings out how the Thunderbird has been positioned, i.e. as a vehicle for touring / leisure riding.

A video which has so far existed only on You Tube, has been posted below; the tag line also hints at mama’s boys and urges them to grow up and "leave home". I like it, I just hope that Royal Enfield continues for sometime with this tag line.




No.3. "Lord of the streets": Yamaha FZ-16

One look at the Yamaha FZ-16 will make anyone nod in agreement that this tag line is quite apt for this beefy looking motorcycle.

Yamaha FZ-16 Lord of the Streets

The tag line also clearly follows the positioning of the Yamaha FZ-16, i.e. as a motorcycle meant to be ridden on the streets with an attitude. Even almost after 2 years since the FZ-16 was launched (Oct 2008), the FZ-16 visually still remains the "lord of the streets".

But sadly Yamaha haven’t been using this catchy tag of late, reason being the launch of variants like the FZ-S with the tag: "Highlight your style" and the Fazer with the tag: "Touring spirit".

To me the other two tag lines do not make as much impact as the "Lords of the streets".




No.2. "Fill it, Shut it, Forget it": Hero Honda CD100

It is the first motorcycle tag line which I clearly remember from my childhood (late eighties). Although it wasn’t till the late nineties when 4 strokes started to outsell the petrol guzzling 2 strokes. This tag line was like prophecy about the change in consumer taste that was soon to take the nation by storm.

Hero Honda CD100- Fill it, Shut it, Forget it

Simple and catchy, this classic tag line can still find resonance among current Hero Honda products which are considered as fuel efficient and reliable motorcycles.




No.1. "Definitely Male": Bajaj Pulsar

At the beginning of this millenium, this two words, "Definitely Male" started to change the "fill it, shut it, forget it" attitude of at least among the hot blooded males of India.

Bajaj Pulsar Definitely Male

For the first time a motorcycle which was traditionally referred as "She" was suddenly being labeled as "He". The tag line indirectly hinted at the thrill seekers to pick up this machine and instantly become male.

Radically different for India for its time, this ad campaign and the tag line still continue to be my favorite. This tag line however has not been used by Bajaj in India since 2006.





The above list was compiled by what was on top of my mind. Please let me know if you can remind me of any other memorable motorcycle "tags".




Special Mention: (Thanks to the guys who have posted comments..)

>> "Feel Like God": Bajaj Avenger

>> "Everybody makes way for a Bullet": Royal Enfield Bullet

>> "Jaandar sawari, Shandar sawari": Rajdoot

>> "Its now or never": TVS Apache

>> "Hoodibaba": Bajaj Caliber (actually I am not too convinced about the "tag line" this one though)







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Disclaimer:

This is to remind that the Views or Opinions in the blog are entirely mine unless explicitly stated. The Views and Opinions published in this blog should in no way be related to any other person or organization associated -- directly or indirectly -- with me.








18 Comments:

Sankoobaba said...

i also liked the 1st apache ad.. "its now or never"... at that time i had just graduated and gotten a job... and was thinking of buying a bike..and apache ad was perfect description for me...though i bough a p-180 instead of apache... :)
--
and also avenger.."feels like god" .. aah ...perfect tag line for the ad...
--

Deepak said...

"Pulsar- The Fastest Indian"

Anonymous said...

has anyone ever seen tagline stuck on Fiat Yamaha MotoGP Team reads "semakin di depan"???

Payeng said...

Oh yes, Sanket

"Feel like God"- Avenger. I like that one also.
"Now or never"- Apache, was good too

Joy said...

Jaandar savari, shandaar savari (Rajdoot). BTW, I feel 'Fill It, Shut It, Forget It' has greater recall than 'Definitely Male', though the latter is far cooler.

ANIRBAN GHOSH said...

Sorry Satadal Brother,

In my opinion most famous and memorable TAG-LINE is
the super-famous "HOODIBABA" for Bajaj Caliber 115.

You could ask even a person who have not seen a bike
for years and he would tell that yes its something
about 2 wheeler! We have Caliber 115. My father took
once the bike to a remote area. Miraculously from a
great distance children started shouting Hoodibaba
.Thats what I call IMPACT!

Next for me is the "Definitely Male" line from Pulsar
ad-campaign.

"Feel like God" is another super quality tag line.

Glifford said...

Everyone makes way for a Bullet!

Payeng said...

@Joy, "Jaandar sawari, shandar sawari- Rajdoot" - that's a memorable one too from the good old days.

@Glifford nice to see you after a long time.. and yes, "Everybody makes way for a bullet" should have been one of the top five. Just slipped out of my mind.

@Anirban, good to see you too after a long time.

About the tag "Hoodibaba" for the Bajaj Caliber, I agree it made an impact during its time, but personally it never made sense to me. I mean the "Hoodibaba" campaign was like a "Love it" or "Hate it" one

Anonymous said...

Hi Payeng,
semakin di depan"??? means “ON THE FRONT” or “ALWAYS IN THE FRONT” ,mannnn what a tag line! a true biker will always feel the adrenaline rush by just reading the tagline.yamaha actually lives upto its tag line,what say??????.... keep up the good work dude,you always feed hungry bikers like me with loads of biking news,thanks 4 that....!

Siddharth Soni said...

Nice compilation. Nice distraction. If not for such posts, I would simply keep cribbing about the current lot of Indian bikes :).

I wouldn't include 'More smiles per hour'. 'Feel like God' should find a place in the top-5.

What's important to realize that these lines describe the products so aptly. And I've often observed this in the auto sector. Often products are so aptly positioned and the tags do their job. But so isn't the case in other sectors/product categories. Guess there's a deeper natural connection and understanding between man and motorcycle :)...

ANIRBAN GHOSH said...

@ Satadal Brother,

Yes you are right, talking about quality Hoodibaba doesn't mean anything as such.
But as you have said "memorable", I mentioned thats way...

Well talking about quality I feel Bajaj ads are always ahead because they have a obvious reason - Ogilvy & Mather.

David Ogilvy - "FATHER OF ADVERTISING"

http://en.wikipedia.org/wiki/David_Ogilvy_%28businessman%29

Payeng said...

@Anirban, yes the "Hoodibaba" campaign was definitely memorable.

Moreover it does make sense in Bengali as the 'Hoodibaba' word means like- 'O my God' or 'Mama Mia' in Bengali right? But for the rest of the country won't get the meaning correctly.

About Bajaj and O&M, I agree with you.

sudhanshu swami said...

I Liked the most: Built like Gun, Goes like Bullet

Advt(not product tag line): Yeh bullet meri jaan, Manzilon ka nishan

Advt,Mesmerizing,....don't remember exact words : Listen to the hot wheels .... of the Yamaha (RX-100)

Anonymous said...

Hi,

Love the list.

There has been one ad which i have been trying to source online.

A working father gets a call that his wife is going into labour. Cuts to shot of her going into a delivery room while the father is making his way to her on his bike. Cuts again to baby being born and mother cuddling new born baby and covering its eyes. cuts to shot of father on bike again.. again shows a nurse trying to take the baby from the wife so she can rest. wife shakes head and keeps babies eyes covered till the father comes in.

she then moves her hands so the father is the first thing the baby sees. I had a feeling it was a hero honda (desh ki dhadkan) ad. I might be wrong though.

Please help

~2

Siddharth Soni said...

Nice compilation. Nice distraction. If not for such posts, I would simply keep cribbing about the current lot of Indian bikes :).

I wouldn't include 'More smiles per hour'. 'Feel like God' should find a place in the top-5.

What's important to realize that these lines describe the products so aptly. And I've often observed this in the auto sector. Often products are so aptly positioned and the tags do their job. But so isn't the case in other sectors/product categories. Guess there's a deeper natural connection and understanding between man and motorcycle :)...

ANIRBAN GHOSH said...

@ Satadal Brother,

Yes you are right, talking about quality Hoodibaba doesn't mean anything as such.
But as you have said "memorable", I mentioned thats way...

Well talking about quality I feel Bajaj ads are always ahead because they have a obvious reason - Ogilvy & Mather.

David Ogilvy - "FATHER OF ADVERTISING"

http://en.wikipedia.org/wiki/David_Ogilvy_%28businessman%29

theanksden said...

they used to use tagline "Officially male" before they moved to definitely male for pulsar ... !!

prashanth said...

thinking is a waste of time-
CBZ-Xtreme

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