Bajaj Auto has partnered with VDO.AI and Dentsu India to launch a DCO (Dynamic Creative Optimisation)-powered connected TV (CTV) campaign for Triumph Motorcycles.
As television viewing in India shifts towards digital and on-demand formats, brands are seeking ways to combine large-screen advertising with digital targeting. Bajaj Auto said the campaign aims to reach performance-focused motorcycle buyers who increasingly rely on digital platforms during the purchase journey.
According to Meta-commissioned 2025 research, 72% of new automotive buyers in India discover brands on digital platforms, with a similar proportion saying digital channels influence their purchase decisions. The campaign is designed to engage viewers who use mobile devices while streaming content.
Using VDO.AI’s audience intelligence and contextual delivery tools, the campaign features tailored creatives across CTV and OTT platforms including JioHotstar, Samsung TV Plus, ZEE5, LG Channels, WION News and Zee News. On-screen QR codes direct viewers to information on specifications, variants and brand content.
Priyanka Shah, General Manager - Digital Marketing, Bajaj Auto, said, “We see today’s two-wheeler buyer as digitally fluent and detail-oriented. Our objective was to align with this mindset through communication that is rich, contextual and never repetitive. VDO.AI and Dentsu India enabled us to showcase the brand in a premium CTV environment that is as dynamic as our motorcycles, while staying true to the authenticity and engineering prowess that defines Bajaj Auto.”
Arjit Sachdeva, Co-Founder, VDO.AI, said, “In an enthusiast-driven category like motorcycles, engagement quality shapes brand perception. For Triumph Motorcycles, we fused Dynamic Creative Optimisation with CTV’s immersive canvas to deliver location-aware, context-led storytelling. The objective was not just visibility, but to remain useful and relevant when riders are actively shortlisting options. That balance between aspiration and information is what drives deeper brand affinity.”
Prashant Mishra, Director, Paid Media, Dentsu India, said, “Today’s riders move between inspiration and research seamlessly. Our planning philosophy was to support that behaviour rather than interrupt it, using CTV as a high-attention layer within a broader decision journey. As advertisers look for measurable brand-building channels, campaigns like this highlight how CTV is bridging the gap between television-scale storytelling and digital-style precision.”
The campaign has been targeted at audiences in Chennai, Hyderabad, Bengaluru, Ahmedabad, Mumbai, Kolkata, New Delhi, Pune and Delhi, focusing on urban markets with demand for premium motorcycles.
