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Leo Burnett partners with Bajaj Auto to create ‘V’

Published

10 years ago

February 2, 2016

MUMBAI: It was a leap of faith of sorts when Bajaj Auto took to Leo Burnett’s idea of carving a bike out INS Vikrant’s metal scraps, and from a mere prototype gave shape to Bajaj V, whose launch has set social media ablaze .

Amidst tweets, photos, Facebook status updates and insta-shares, the latest commuter segment bike offering from Bajaj Auto titled ‘V’ launched with much pomp and show in Delhi today.

The bike was already making headlines since a video with a preview of it went viral online almost a week ago. Conceptualised by Leo Burnett India, the video shows documented footage of the aircraft carrier in all its glory and its subsequent dismantling in 2012 which is sure to set pangs across several patriots in the country who grew up with the name Vikrant.

And the subsequent shot of the new bike born from the ashes of the war ship’s scrap sends across a sense of awe.

While it is of common knowledge that Leo Burnett India are behind the creative campaign for the new bike, very few are aware that the original idea for the bike actually came from the agency as well.

The idea for Bajaj V, came from a prototype that Leo Burnett had conceptualised for their long term client.

“We had to come up with a way to deliver on the idea if ‘Hamara Bajaj’. We didn’t want to go with the old song and dance formula and deliver something more participative. It was around the time Vikrant was going through its decommissioning and was being scrapped. Seeing the unanimous dismay over the scrapping, the team felt what if there was an iconic bike that carried the symbol of vikrant and every Indian could own it ? What better way to communicate hamara Bajaj?” asks Leo Burnett CEO Saurabh Verma.

“Even in its nascent stage we only had a limited edition launch in mind and built the entire prototype on the back of that. It elaborated on how people will connect to it and engagement and campaign ideas for it.” Verma adds. Little did he know that automobile brand will take the idea to the next level. Bajaj Auto bought away the Vikrant metal; enough to process it to be a part of gas tanks of a lac of V motorcycles.

This is not the first time the agency had lend their creative mettle in experimenting with new ways to engage with brands they cater to. Their consumer engagement activity they built around OLX Mad ads was well loved and appreciated by the industry. What does it say about the changing role of agencies and their significance to the clients?

“Bajaj V is not just a campaign mandate for us, it’s much much more. Bajaj team and Leo Burnett team are partners increating this iconic bike, therefore there is more accountability involved. With this unique partners we handle campaigns for Bajaj, we handle activation and shopper marketing for them as well. Not to mention their internal communication and Pr as well,. From conceptualising an from its very production to rolling it across every medium – there is definitely a lot more involvement and ownership that leads to accountability for the brand,” responds Verma, adding that they have several other projects in the pipeline where they have experimented with brands on different levels.

Expanding on the concept of building a bike’s gas tank from the scraps of a warship, the brains behind the idea Leo Burnett CCO Raj Deepak Das adds, “ Growing up, the biggest warship that comes to our mind is INS Vikrant. Therefore when they decided to scrap it, it didn’t sit well with many, me included. So when someone from the team suggested if we could use those scraps, we decided what better way than a bike through which we can own a bit of history?”

It’s been over a decade since India’s popular locomotor brand Bajaj has churned out a motorbike. Their last, Bajaj Pulsar was a huge hit, and now is almost a household name.

“The Bajaj V shall usher a new era in commuter motorcycling. We believe the Indian customer buying a commuter motorcycle deserves something that is substantial, solid, and which moves with a sense of purpose,”said Bajaj Auto president–motorcycle Business,Eric Vas

Expected to be priced between Rs 60000 to Rs 70,000, the bike will hit the roads by this March.

“We will start with a capacity of 20,000 units month and should demand exceed that, there is no problem in enhancing the capacity further,” adds a confident Bajaj Auto managing director Rajiv Bajaj while signing off.

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Innocean renews global media partnership with Havas

Published

1 week ago

February 6, 2026

indiantelevision.com Team

MUMBAI: Innocean has renewed its global media partnership with Havas Media Network following an internal review across Hyundai Motor Group brands.
The renewed mandate spans Hyundai, Kia and Genesis across Europe, the Middle East, Asia Pacific and Latin America. The work will be coordinated with Innocean’s international teams in Seoul, Frankfurt, Dubai, New Delhi and Jakarta.

The refreshed alliance is designed with a sharper focus on data and technology, aiming to connect the dots across customer acquisition, conversion and retention as the Group’s global audience continues to diversify.

Innocean head of global business Steve Jun, said the extension reflects a shared push for stronger, data-led media performance across key markets. He added that the partnership would focus on creating more connected and effective customer experiences for Hyundai Motor Group brands.

Havas Media Network global CEO Peter Mears, described the relationship as one built on innovation and global scale. He said the next phase would lean on the network’s Converged.AI platform to deliver seamless, data-driven media experiences and drive business outcomes for the automotive brands.

The renewed partnership officially commenced in January 2026.

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Dentsu ad report 2026 flags digital dominance as retail media soars

Published

2 weeks ago

February 4, 2026

indiantelevision.com Team

INDIA: India’s advertising industry is entering a new phase of structural transformation, with digital media now the central growth engine, according to the Dentsu digital advertising report 2026.

Total advertising spends closed 2025 at Rs 1.21 lakh crore, up 8.3 per cent year on year, and are projected to reach Rs 1.40 lakh crore by 2027, implying a compound annual growth rate of over 7 per cent.

Digital advertising accounted for Rs 71,621 crore in 2025, representing 59 per cent of total spends. By 2027, digital’s share is expected to rise to around 70 per cent, with spends nearing Rs 98,034 crore.

The report stresses that this is no longer a temporary shift but a permanent rebalancing of advertising priorities, driven by mobile-first consumption, short-form video, creator ecosystems, embedded commerce and AI-led optimisation.

Retail media has emerged as the fastest-growing segment, with ad spends on e-retail platforms reaching Rs 17,601 crore in 2025: a surge of nearly 56 per cent year on year. Retail platforms are evolving into full-funnel media ecosystems, linking storytelling directly with purchase outcomes through first-party data.

Within digital formats, social media leads with a 29 per cent share, closely followed by online video at 28 per cent, while paid search contributes 23 per cent. Online video is expected to overtake social as the largest digital format over the next two years.

Programmatic buying now accounts for 42 per cent of digital spends, exceeding Rs 30,000 crore, and is increasingly becoming the default media operating layer across video, connected TV and retail platforms.

FMCG remains the largest advertising category at 30 per cent of total spends, followed by e-commerce at 18 per cent, which also recorded the fastest growth.

Dentsu South Asia chief executive Harsha Razdan said the most meaningful industry shift has been in how consumers consciously allocate attention.

Dentsu South Asia president and chief strategy officer Narayan Devanathan, added that the next growth phase will belong to organisations that successfully integrate creativity, data, media and technology.

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Publicis Groupe posts strong revenue as AI drives demand

Published

2 weeks ago

February 3, 2026

indiantelevision.com Team

PARIS: Publicis Groupe is laughing all the way to the bank whilst its rivals scramble to catch up. The French advertising colossus reported full-year 2025 net revenue of €14.5bn, marking its sixth consecutive year of outperforming the industry. Organic growth hit 5.6 per cent, accelerating past its five-year compound annual growth rate of 5.0 per cent.

The secret sauce? Artificial intelligence-powered products and services, which contributed roughly 300 basis points to growth. Arthur Sadoun, chairman and chief executive, has staked Publicis’s future on becoming clients’ “most valuable partner” for what the firm calls “agentic business transformation”—essentially helping companies build enterprise-grade AI solutions that actually make money.

The fourth quarter proved particularly robust, with organic growth of 5.9 per cent despite tougher comparisons. Connected media, which accounts for 60 per cent of the business, surged with high-single-digit growth. Creative and production services delivered mid-single-digit expansion. Only the technology consulting arm stumbled, finishing nearly flat for the year as clients adopted a “wait-and-see” attitude—a malaise afflicting all IT consulting firms.

Geography tells a tale of American dominance. The United States, representing 57 per cent of group revenue, grew 5.2 per cent organically for the year, cementing Publicis’s position as the market leader. Europe managed 4.2 per cent growth, whilst Asia-Pacific posted 5.8 per cent, with China impressing at 6.0 per cent. The most dramatic expansions came from emerging markets: Latin America roared ahead at 18.7 per cent, whilst Middle East and Africa surged 10.8 per cent.

Operating margin improved to 18.2 per cent from 18.0 per cent, delivering 50 basis points of operating leverage. Crucially, Publicis reinvested 30 basis points—totalling 230 basis points overall—into AI capabilities, talent upgrades and new business development. The remaining 20 basis points flowed straight to the bottom line. Michel-Alain Proch, chief financial officer, called it “the highest operating margin in the industry”.

Free cash flow before working capital changes reached €2.03bn, up 10.6 per cent from an already-record 2024. The firm deployed roughly €1bn on bolt-on acquisitions targeting identity resolution, pharmaceuticals, influencer marketing and sports marketing. Client retention remained stellar at 98 per cent for top-100 clients, whilst new business wins exceeded $8bn.

Headline earnings per share climbed 6.6 per cent at constant currency to €7.48. In dollar terms—increasingly relevant given Publicis’s American dominance—EPS rose 7.0 per cent to $8.45. The board proposed a dividend of €3.75 per share, up 4.2 per cent, representing a payout ratio of 50.1 per cent, which Publicis claims is the highest in the industry.

The financial fortress looks impregnable. Net debt turned into net cash of €548m by year-end, down from net cash of €775m the previous year after funding acquisitions. The firm maintains €2bn in undrawn committed credit facilities and €4bn in cash and marketable securities. Average net debt to EBITDA stood at a negligible 1.0 times.

Industry sectors showed divergent fortunes. Consumer goods clients increased spending by 20 per cent, whilst automotive rose 14 per cent and financial services climbed 11 per cent. Technology clients, however, cut budgets by 7 per cent, and telecommunications spending dropped 2 per cent.

Publicis’s AI strategy extends beyond client services to internal transformation. The firm is “agentifying” processes using AI agents, equipping all 100,000-plus employees with AI tools through its Marcel learning platform. The goal: make everyone “AI-fluent” whilst boosting productivity and results. The company reckons AI-powered capabilities grew 20 per cent organically in 2025.

Looking ahead, Publicis guided for 2026 organic growth of 4.0 to 5.0 per cent—marking a potential seventh consecutive year of industry outperformance. Operating margin should tick “slightly” higher from the already-elevated 18.2 per cent whilst maintaining “high levels” of investment. Free cash flow is targeted at roughly €2.1bn, based on an exchange rate assumption of €1.20 to the dollar, earmarked for dividends, maintaining a stable share count and more bolt-on acquisitions.

The firm’s longer-term ambitions border on audaciousness. Management projects annual net revenue growth of 6.0 to 7.0 per cent and earnings-per-share expansion of 7.0 to 9.0 per cent, both at constant currency. The logic: AI is fragmenting the marketing landscape, with no top client spending more than 4.0 per cent of budget on any single platform. Publicis reckons its “unique connective tissue” positions it perfectly to orchestrate this complexity.

The advertising world has witnessed a decade-long reshaping. Since 2017, when Publicis began its data and technology pivot, the firm has invested €14bn integrating capabilities whilst rivals dithered. That first-mover advantage in AI has compounded. Publicis now claims the number-one position in global media billings, including in the crucial American and Chinese markets. Its market capitalisation exceeds the combined value of its next two competitors.

Yet competition is heating up as everyone piles into AI. Omnicom’s proposed merger with IPG would create a formidable rival. Technology giants are muscling into advertising with their own AI platforms. And clients are becoming more sophisticated, building in-house capabilities and squeezing agency margins.

Publicis is betting the farm that complexity favours the orchestrator. As marketing technology proliferates and AI agents multiply, companies will need partners who can connect the dots. Whether that vision proves prescient or hubris will determine if Sadoun’s transformation becomes a case study in strategic brilliance or just another expensive pivot that failed to justify its price tag. For now, though, the numbers suggest Publicis is winning the AI arms race in adland—and widening the gap with every quarter.