Bajaj Platina’s free ride for aged Kumbh pilgrims

In the commuter motorcycle segment where the focus is on ‘mileage’, Bajaj Platina ComforTec 110 has differentiated itself by building a strong position as the most comfortable bike for the long-distance commute rider through its ‘Jhatka Mana Hai’ proposition. The new Platina 110 comes with features that enhance this comfort factor to deliver an ‘effortless riding’ experience.

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.

All Bajaj Platinas were retrofitted with custom designed backrests that support the pillion at the back as well as the side for an added feeling of safety. The engineering for this backrest was done while keeping in mind the one-sided seating suited especially for saree-clad women. Therefore this initiative has been called the ‘Platina ComforTec 110 Aaram Rath’.

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.