By: M4G Bureau
Last updated : February 13, 2019 11:18 am
It is part of the activity planned by Ogilvy and Bajaj to position the Bajaj Platina ComforTec 110 as something that can make a difference
To communicate this, Ogilvy and Bajaj decided to position the Platina ComforTec 110 as something that could make a difference and bring smiles to thousands of elderly people. The agency and the brand came up with the idea of providing free rides to pilgrims aged 60+ at the 2019 Kumbh Mela.
The route mapped out for the Platina rider (now being affectionately referred to as the ‘Aaram Rath Saarthi’), is from the Phaphamau bus stand to Naagvasuki Temple, Prayagraj. The rider will ferry the old pilgrims and ride them safely back to the Sangam Nose (confluence of the 3 sacred rivers) or bathing ghats for a dip; he will then ride them back to the spot from where he picked them up i.e. the bus stop on the outskirts of Kumbh which connects the whole of Prayagraj to the Kumbh city.
The authorities at Kumbh gave a green signal to this activity, offering their complete support and co-operation.
The Platina ComforTec 110 Aaram Rath activity got a phenomenal response, with the Platinas ferrying over 1,500 pilgrims every day.