Homegrown two and three-wheeler major Bajaj Auto has blacklisted three television channels for advertising, namely Republic TV, Fakt Marathi and Box Cinema over the Television Rating Point (TRP) scandal.
Bajaj Auto’s statement came on account of the press conference of Param Bir Singh, Police Commissioner, Mumbai Police on the scandal.
As Mumbai’s Police Commissioner said, owners of two channels Fakt Marathi and Box Cinema have been arrested. He also said that Mumbai Police’s investigation shows that there are chances that people working at Republic TV, the channel’s directors and promoters are involved in the TRP manipulation racket. Mumbai Police is currently investigating the matter against the Republic TV employees and its directors.
TRP is a metric that is used in marketing and advertising to indicate the percentage of the target audience reached by a campaign or advertisement through a television channel.
On account of this, Bajaj Auto has blacklisted the accused channels for spreading toxicity and hate-mongering in the society as Rajiv Bajaj said. “We are very clear that our brand would never be associated with anything that we feel, beyond a reasonable doubt, is a source of toxicity in our society,” said Bajaj Auto MD.
He also said, “We all are in the business of building brands and a strong brand is a foundation on which you build a strong business. And at the end of the day, as everybody would agree, the purpose of a strong and solid business is to contribute not only to the business itself but also to the society at large.”
Meanwhile, Bajaj Auto has silently increased the prices of most of its bikes in India, including Bajaj Dominar 250, Pulsar NS200 etc. The auto company recorded its highest exports in September 2020, with 1,85,351 units shipped overseas, registering a 16% YoY growth.
Bajaj Auto’s domestic two-wheeler sales too recorded 24% YoY growth in September 2020, with 2,19,500 units sold in India, as compared to the 1,77,348 units recorded in September 2019.