2024 Acko Drive Awards: Bajaj’s Chetak Wins Best Creative Film (Bike)

Bajaj Auto’s electric division, Chetak, won the laurel for the 2024 Acko Drive Awards Best Creative Film (Bike) at the Communications Jury meet for its Fully Lifeproof advertisement. 

The creative film submitted by Chetak shows the durability of the electric scooter and how it can withstand anything life throws at it. The film showed children being rough with the electric scooter and at one point had more than half a dozen kids jumping on it. The campaign also had slogans like stainproof, splashproof, noiseproof, waterproof, worryproof, among others. 

Nikhil Chawla, Tech & Auto Influencer, applauded Chetak’s creative film and added, “The ad was exceptional where they use kids to showcase the build quality of the electric scooter and also connect with ‘Humara Bajaj’ and still keep it fresh and new-age was brilliant.”

The TOTMs is a unique award in the automobile industry as it is the only one to have categories dedicated to communications and marketing campaigns by OEMs. The Best Creative Film category required OEMs to show a new ad film created or released in the previous year and was purely an advertising campaign, not marketing communication or corporate film. This category saw more than 10 entries in the preliminary rounds, seven of which were shortlisted for the final round. Ultimately, it was Chetak’s Fully Lifeproof film that bagged top honours in this category. 

Runners-up in this category included Honda Motorcycle and Scooter India’s creative film ‘Shine ki 100’ for the Shine 100 and Ampere’s ‘Har Gully Electric’ ad film for the Primus e-scooter.