As TV viewing in India shifts toward streaming and on-demand platforms, brands are rethinking how to combine large-screen impact with digital precision. Bajaj Auto has partnered with VDO.AI and Dentsu India to launch a Dynamic Creative Optimisation (DCO)-powered Connected TV (CTV) campaign for Triumph Motorcycles, aimed at performance-focused buyers.
Recent research indicates that a majority of new automotive consumers in India discover and evaluate brands online, often multitasking between streaming content and mobile research. Tapping into this behaviour, the campaign uses CTV as a high-attention touchpoint designed to move viewers from passive interest to active consideration.
Powered by VDO.AI’s AI-led audience intelligence and contextual targeting, customised creatives were deployed across platforms such as JioHotstar, ZEE5 and Samsung TV Plus, among others. Interactive QR codes embedded within the ads enabled viewers to instantly access specifications, browse variants and explore brand content-replicating elements of a showroom experience at home.
Priyanka Shah, General Manager – Digital Marketing at Bajaj Auto, said the objective was to deliver contextual, premium communication aligned with the digitally fluent two-wheeler buyer. VDO.AI co-founder Arjit Sachdeva highlighted the role of DCO in balancing aspiration with relevant information, while Dentsu India’s Prashant Mishra described CTV as a bridge between television-scale storytelling and digital measurability.
The campaign targeted key premium motorcycle markets including Mumbai, Bengaluru and New Delhi, reinforcing CTV’s growing role in high-consideration automotive marketing.
