While flipping pages of OPEN magazine, I found this advertisement of Harley Davidson; a bike which every guy wants to ride once in his life. This was probably the first ad I have ever seen in print for Harley Davidson in India. In the clutter of print ads these days, it’s easy to find bad/worse ads but you can count, good ads like these, on your fingers.
Harley Davidson was launched in India by late 2010 with dealers in Delhi, Mumbai and Bangalore. Now opened at Chandigarh and Hyderabad also. In India, they have positioned themselves as a ride which is not owned by the rich but by those who love the road. And, it is also true to large extent because Harley Davidson has been trying to bring down the prices their bikes and making it affordable to HD lovers !
The ad emphasizes on owning the bike by the one who loves the road rather than by one who owns a lot. Therefore the tag line says,
“You don’t have to be born under a lucky star to live under one” which translates into, you don’t have to own lots of money to be lucky enough to ride Harley.
Just in the left bottom corner, you can see “Calculate your EMI at …” which simply tells you that Harley in India is available in installments, so why not have a look at the website and see if you can afford one.
FYI, the bike ranges from 6 lakhs to 35 lakhs with down payment of 15% and above with EMI duration up to 60 months. If you are a bike lover and have a secure job, go ahead; You can’t beat owning a Harley!
All in all a good ad with right calls for action. Seems to be effective, what do you think?