HOW DO YOU MAKE BAJAJ RELEVANT IN EAST AFRICA?
Bajaj is one of the biggest and most affordable brands in East and West Africa.
But it's communication has been disconnected to the customer. Boda bodas/motorcycle taxi drivers
buy them because they are affordable, but they want more from them. In Kenya and Ghana boda bodas
have made the bikes their own by customising them as an extension of their personality.
From pimping them to express religion, Rastafarian music/culture, hip hop and sports.
PHOTOGRAPHY
Refs by Jan Hoek
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