India – 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.
The campaign aims to combine the reach of television with the precision of digital targeting as viewing habits in India shift towards digital and on-demand formats.
According to a 2025 Meta-commissioned research, 2% of new automotive buyers in India discover brands on digital platforms, with a similar proportion reporting that digital influences their purchase decisions. Capitalising on this trend, the campaign sought to convert audience curiosity into active product evaluation through tailored, interactive creatives.
The initiative also utilised VDO.AI’s AI-driven audience intelligence and contextual delivery, distributing customised content across leading CTV and OTT platforms, including JioHotstar, Samsung TV Plus, ZEE5, LG Channels, WION News, and Zee News. On-screen QR prompts also allowed viewers to access specifications, variants, and other brand content, effectively integrating showroom-style discovery into the home environment.
Priyanka Shah, general manager for digital marketing at Bajaj Auto, said, “We see today’s two-wheeler buyer as digitally fluent and detail-oriented. Our objective was to align with this mindset through communication that is rich, contextual, and never repetitive.”
Arjit Sachdeva, co-founder of VDO.AI, also added, “For Triumph Motorcycles, we fused Dynamic Creative Optimisation with CTV’s immersive canvas to deliver location-aware, context-led storytelling. The objective was not just visibility, but to remain useful and relevant when riders are actively shortlisting options. That balance between aspiration and information is what drives deeper brand affinity.”
Moreover, Prashant Mishra, director of paid media at Dentsu India, noted, “Today’s riders move between inspiration and research seamlessly. Our planning philosophy was to support that behaviour rather than interrupt it, using CTV as a high-attention layer within a broader decision journey. As advertisers look for measurable brand-building channels, campaigns like this highlight how CTV is bridging the gap between television-scale storytelling and digital-style precision.”
Meanwhile, the campaign targeted urban audiences in cities including Chennai, Hyderabad, Bengaluru, Ahmedabad, Mumbai, Kolkata, New Delhi, Pune, and Delhi, focusing on premium motorcycle buyers. By integrating data-led CTV and DCO, Bajaj Auto, VDO.AI, and Dentsu India aimed to demonstrate how premium automotive storytelling can combine brand visibility with actionable audience engagement.
