Hamara Bajaj making a comeback

In the good ole’days, Bajaj Auto’s biggest selling brand was Chetak – Hamara Bajaj was Chetak. This brand of scooter was hugely popular and after it was discontinued to allow the company to concentrate on motorbikes, it even became a part of popular folklore. People still remember their Chetak with a lot of fondess and rue the new age where such vehicles are no longer created. One when see's the ads of "Hamara Bajaj" on YouTube, it fills the heart with joy and brings back a smile.

Well, the brand is being revived; Chetak is making a comeback. Probably the company is taking the cue from Vespa which recently reintroduced its retro scooters. It maintained its old classical styling but underneath, it was all new and latest technology. Chetak is expected to be the same – old wine in new bottle.

But the big question is – can if bank purely on the dewy eyed, nostalgia struck consumers to prop up the sales of this brand? If that is its only wagon – nostalgia, it might not work. The younger generation might not necessarily want their father relates to. And we have seen in the past too that efforts to resurrect old brands from the dead, does not necessarily bring back life and vigour – Dalda, Gold Spot, Vimal, Citra are examples to old not taking off with the new.

Thus Chetak might more than nostalgia to push it once again onto the highway and what that mojo will be for Chetak, we might have to wait till next year to assess.