This is what happens when you do not have a new story to tell your consumers.
You start taking digs at competition :)
The advert openly (with smart use of sound dubbing of course) takes on Hero Motors Splenda and Passion, the biggest competetion to the 125cc category of Discover.
But there are few things that the creative team has done very well. Like the use of testimonials to add credibility to the chalta hai sarcasm. Or the way they the three different stories cover three different target audince for the bike (The young cricketer, the family guy and the working class).
Going back to advertising strategies when you really do not have any new story to talk about, the safest bet is to move to the higher order in Maslow's hierarchy. If one were to design the pyramid for 2 wheelers, bikes like Passion and Splendor will fit in Safety/Belonging level, while through this ad Discover has made an attempt to jump to the Esteem level, a level already dominated by the likes of Bajaj's Pulsar and Hero's Karizma.
