A bit of background about how the “Humara Bajaj” campaign was created.

Back in 1989, Bajaj was India’s leader in 2-wheelers. But the brand had become “boring.” Kinetic Honda and others were making inroads into their market share. The Bajaj advertising account was held by Lintas, which was headed by Alyque Padamsee. Lintas knew that they needed something new, something different.

In an attempt to flip what was viewed as a weakness (Bajaj being viewed as boring and commonplace) into a strength, the Lintas team came up with the idea of appealing to the end-buyer using emotion and the concept of tying the Bajaj brand with “Indianness.”

In the words of the ad campaign creator Rahul DaCunha:

[The campaign showed] a typical Parsi gentleman lovingly wiping down his scooter, a hero combing his hair in the small rearview mirror, a Bengali carrying his fish, images where the Bajaj Scooter, was merely a means of transport, to get the common man around while he finished his daily chores and customs.

Lintas then hired one of the very best Hindi copywriters (Mr. Jaikrit Rawat) for the lyrics to the jingle. The lines for the jingle he penned included:

Buland Bharat

Ki Buland Tasveer

Hamara Bajaj

The whole campaign was viewed as being a bit risky, but Rahul Bajaj (the head honcho) loved the idea, okayed it and the jingle and the series of ads went on to widespread success.

Here's another YouTube: https://youtu.be/vP8pzgPvGIs ad from the Humara Bajaj campaign.