Timing vs. Control

The spot features professional golfers Akshay Bhatia and Sahith Theegala, alongside Shark Tank investor Robert Herjavec, in a cinematic and playful debate over what matters most—timing or control—when it comes to both golf and booking a private jet.

The film opens on the course, where Bhatia tees off, declaring, “A great swing is like booking a flight with BAJit. It’s all about timing.” Theegala quickly counters: “Really? I’d say they’re both about control.” As dramatic classical music swells, the two golfers trade shots—and arguments—back and forth, repeating “Timing” and “Control” with each swing.

The debate escalates as Bhatia’s powerful drive transitions into a private jet soaring through the sky. Inside the aircraft, the back-and-forth continues: Theegala chips a golf ball down the aisle, striking Bhatia mid-meal, while Bhatia responds by putting a ball the length of the cabin. The ball exits the aircraft, rolls down the stairs onto the tarmac, where it is picked up by Herjavec, standing alongside ONEflight Founder and CEO Ferren Rajput in front of the jet.

“It’s all about timing—with jets at the right place… and the right time,” says Herjavec, before Rajput adds, “…and control, because you can choose from over 7,000 jets without a broker.” The spot closes with Herjavec delivering the call to action: “Book a jet with BAJit,” as the golfers descend from the plane behind them.

The campaign highlights BAJit’s core value proposition: combining real-time jet availability and speed with unprecedented transparency and choice in private aviation.

“BAJit was built to give customers direct access, real-time options, and the ability to make decisions on their own terms,” said Ferren Rajput, Founder and CEO of ONEflight International. “This campaign captures that philosophy in a way that’s engaging, entertaining, and true to the experience we’ve created.”

“Most people assume flying private is about luxury,” said Chris Adams, Co-founder and Chief Creative Officer at Superconductor. "But for this audience, it’s really about efficiency—being able to fly when they want to fly, on the plane they want to fly on.”

“The best campaigns use entertainment to make complex ideas instantly intuitive,” said Allison Amon, President of Superconductor. “Connecting the benefits of BAJit to a great golf swing and a game of one-upmanship allowed us to do exactly that.”

The campaign is rolling out nationally across broadcast, digital, and streaming platforms, with placements aligned to premium news, business, and sports programming, and will continue throughout the PGA TOUR event window and beyond.