Role: Marketing Strategist (2020 – 2023)

Bajaj Auto was Nigeria’s leading two- and three-wheeler brand, but faced multiple challenges:

RE 250 Launch (2020): Introducing a new tricycle model (RE 250) into a market dominated by the familiar “Baba Bajaj” and competing TVS vehicles. Bajaj RE 250 DipStick
Boxer ES 100 Extension (2021): Convincing habit-bound okada riders to adopt an electric-start variant despite their preference for the kick-start Boxer.
Boxer 125 Launch (2022): Bringing a more powerful, off-road motorcycle to Riders who valued durability and profitability.
Leadership Reinforcement (2021–2023): Maintaining Bajaj’s leadership claims against rising competition by leveraging milestone achievements and local cultural touchpoints.

RE 250: Generate excitement and trust for the new “Baba Bajaj RE 250” by humanizing the brand with a relatable ambassador and reinforcing its superior features.
Boxer ES 100 & 125: Craft targeted positioning and communications to overcome adoption barriers and drive upgrade and trial.
Leadership Campaigns: Develop overarching brand themes that celebrate sales milestones, solidify Bajaj’s “Leader” status, and emotionally connect with riders.

Humanizing RE 250:
- Conducted dipstick research on riders’ emotional attachment to “Baba,” confirming 87 % associated “Baba” with strength and trust.
- Recommended and executed a brand-ambassador campaign with football legend Jay-Jay Okocha, driving recall of superior durability and “father-figure” trust.
Boxer ES 100 Launch:
- Mapped okada riders’ concerns via 4S upgrade survey, revealing habit-change barriers around electric start and oil filtration.
- Developed the “Powered to Go Better” & “Boxer, Better You” messaging framework, emphasizing convenience, durability, and improved livelihood.
- Rolled out integrated TV, radio, OOH, and on-ground demos in Lagos zones, plus targeted SMS reminders to current Boxer riders.
Boxer 125 Launch:
- Profiled “Everyday Hustlers” (SEC C2–D) and fleet owners via ethnographic interviews, identifying unmet needs for power and durability.
- Crafted the “Champion of the Road” big idea, positioning the Boxer 125 CC as the off-road master that conquers all terrains.
Leadership Campaigns:
- For RE 250 and the broader 3W range, distilled sales milestones (10,000 units in 6 months; 56 % market share) into the “We Lead, Others Follow” theme.
- Designed hierarchical messaging layers, from engineering excellence to financial empowerment across OOH, dealer events, and digital content.

RE 250: Successful ambassador launch created strong positive media buzz; rider focus groups reported heightened trust and recall for “Baba Bajaj RE 250.”
Boxer ES 100: Overcame habit barriers, contributing to Bajaj’s sustained market share growth in FY 22, with riders praising ease of use and durability.
Boxer 125: Achieved rapid trial uptake among target hustler segments and fleet owners, reinforcing Boxer’s leadership in motorcycle durability.
Brand Leadership: Bajaj maintained its #1 position in both motorcycle (55 %+ share) and tricycle (56 %+ share) categories throughout 2021–2023, with the “We Lead, Others Follow” campaign cited internally as a key equity builder.

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