The two wheeler giants Bajaj Auto and Hero Moto Corp always strategize their two wheelers as premiums. It is quite natural, but the Bajaj which was beaten by the Hero in 2001, is planning a coup to strategize its position.  The new commercial shot for 2012 by Bajaj spills the beans. Though the management denies of any such war, and limits the version to customer interpretation. Talking to a media source the Bajaj Auto MD Rajiv Bajaj says "Our campaign is based on a consumer research interpretation and has nothing to do with taking on Hero."

But experts or for that matter even people who have watched the commercial feel otherwise. The ad is sure to target the old horses feel experts. Hero Moto Corp has slid with its long term association with Honda. The two parted ways after 27 years of acquaintance last year. Industry watchers say the breakup with Honda has weakened the market leader in the world's second-largest two-wheeler market and Bajaj Auto wants to make the most of it.

The advertisement in controversy goes on like this, three men owning different commuter bikes (seen in the background) say they always desired Discover 125, but settled for something lesser to satisfy father or wife, or to avoid annoying boss.  They sound apologetic and wistful about their bikes. When they name them, a bleep sinks their voice, but it leaves enough for viewers to guess they are referring to Hero's Splendor or Passion. "Discover nahin hai, par chalta hai," each of them says. And the commercial, created by Ogilvy & Mather, ends with voice over, "Discover 125, ye chalta nahin, daudta hai."

But Ravi Bajaj gave the Market Mantra about the new ad, "As part of an internal discussion, we felt that if you are not a leader, position yourself and re-position the leader by projecting yourself as the opposite of a leader... that's what we are doing."  (With inputs from internet: AarKay)