Here's how they got you

1. Bajaj dominated the Indian scooter market in the pre liberalization era. However in the 1980s it came under increasing attack from bikes, specifically the Hero Honda CD 100 which brandished its fuel efficiency. Until then bikes were seen as vehicles for young men while scooters were seen as the family man's drive. However the CD 100 shied away from macho imagery, reaching out to the middle class family. This forced Bajaj to launch a campaign to shore up its market. Enter the near-mythical 'Humara Bajaj' jingle. It spoke about how the scooter was part of India - today and tomorrow and featured practically every demographic riding it - a Parsi, a Muslim, a Sikh, a villager, an urban father, a running coach, a young lady and even a dog taking a ride on a Bajaj scooter. The spread of television and blockbuster programmes such as Ramayana and Mahabharat put the jingle of everyone's lips. So powerful was its effect that the company got a stay order on a film production company using it more than 30 years later in 2013.

This article was originally published on August 21, 2017.