INS Vikrant was India's first aircraft carrier and an iconic war-hero. She played a decisive role in the historic 1971 Indo-Pak War, which led to the birth of a new nation - Bangladesh. But the ship was sent to the scrapyard where she was ripped apart, and with it the nation's pride too.

INS Vikrant was one of the most decorated warships in Indian history. And yet, despite a huge outcry and legal attempts to prevent it, the Indian Court ordered it be reduced to scrap.

Our idea - forging a motorbike out of the scrap metal of INS Vikrant.

And so the ‘Bajaj V’ was born. A bike made from and inspired by the warship Vikrant.

Based on this philosophy, Bajaj working with the creative agency, developed a product whose engine sound and the shape of fuel tank were inspired by the solidity of Vikrant. Its riding stance was designed to be chest-out, inspiring pride.

Bajaj V was a new way for Bajaj to operate in a category riddled with conventions. Starting with an idea of the bike, to its design to the sales process which integrated with the war veterans, it was a new approach to business marketing.