Says RL Ravichandran, vice-president, business development, Bajaj Auto Limited: ``I would call this promo the mother of all other promotion schemes as no other company has offered a cash prize of Rs 1 crore till now. With effective advertising, we hope to sell around 70,000 scooters by the end of this month.'' The company also hopes to register a 20 per cent increase in sales over last December in the scooter segment.

Created by Ammirati Puris Lintas, the multi-media campaign highlights the mega prize offers of the `simple scratch card scheme'. ``Our aim is to stir up excitement during the low purchase period in the month of December. Our campaign includes six commercials and four press advertisements. With different creatives, the TVCs will be flashed across DD, Sony, Zee, Eenadu, Lashkara and Gemini,'' informs Ravichandran.

As for its media plans for the print campaign, the company has released the press advertisements in 63 newspapers in 17 states across the nation. According to Sumit Chatterjee, account manager, Ammirati Puris Lintas, the brief was to create an effective ad campaign that communicates the simplicity and the vastness of the promo. ``Our client also wanted the campaign to stand apart in the cluttered media today. As for the ad strategy, we wanted to leverage the mega prize of Rs 1 crore as the USP for the promo. Hence the branding: `Bajaj Crorepati Hungama','' adds Chatterjee.

According to Chatterjee, the agency has adopted the celebrity endorsement route to lend salience and add credibility to the promo. ``We chose Saif Ali Khan as our spokeperson, as we wanted someone who's young, famous and fun-loving. Besides, as Saif is not over-exposed, we chose him as our hero,'' reasons Chatterjee.

In addition to the Hungama promo, Bajaj Auto has also launched a new finance scheme to push scooter sales. Explains Ravichandran: ``By paying just Rs 999 as down-payment, you can drive out a Bajaj scooter. It is targeted at people who want to own a scooter but can not afford it. Currently, our dealer network includes 380 members.''

In an effort to create awareness for the new scheme, the company has also unleashed an adblitz that includes a series of press advertisements and TVCs with the tagline `Gaadi Bula Rahee Hai'.