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Tag: Bajaj Avenger

  • The campaign idea takes on the daily grind, the routine of life, and how one gets lost in doing the right things

    #RideToReboot, affirms Mullen Lintas in new campaign for Bajaj Avenger

    By A Correspondent

     

    Riding the wave of successful campaigns for Bajaj Avenger, Mullen Lintas Mumbai has conceived a new campaign for the brand. The campaign idea takes on the daily grind, the routine of life, and how one gets lost in doing the right things.

     

    Commenting on the idea, Narayan Sundararaman – Vice President (Marketing) – Motorcycles, Bajaj Auto Ltd. said: “Avenger is a differentiated bike in its category with a unique Cruiser form. The relaxed riding position, impressive performance and iconic cruiser design have made Avenger a preferred choice of the working young professionals. Liberation is the core proposition for Avenger. Our interactions with customers have consistently revealed their love for the easy riding stance and handle-bar position of Avenger. With this film, we wanted to reinforce this liberation proposition and unshackle and awaken the lost rider.”

     

    The creatives behind the campaign, Azazul Haque and Garima Khandelwal – Chief Creative Officers at Mullen Lintas, commented: “Bajaj Avenger wanted to rekindle love for riding in bikers by making them realise that they are caught in the rut of life. Because they have chosen the right life. Sometimes we lose a little bit of ourselves doing all the right things in life. And what better way to reboot yourself than by getting on the saddle of the Avenger. We thought of a simple creative idea of bikers holding various things of daily chores like they hold the handle bar of an Avenger! Making them realize that they are born to ride and they shouldn’t become a slave to daily routine.”

     

     

  • The film draws our attention to the unpleasant reality currently plaguing our nation

    Bajaj Avenger takes a brave stand in latest Independence Day film

    By A Correspondent

     

    Bajaj Avenger’s new Independence Day film touches on a highly relevant issue that concerns all of us – indiscriminate use of plastic.

     

    Last year the brand had presented a glimpse of a utopian India – where women of the nation are truly free and liberated. This year it draws our attention to the unpleasant reality currently plaguing our nation.

     

    Said Narayan Sundararaman, Vice president – Marketing, Bajaj Auto: “Avenger stands for liberation. We felt we could offer a reality check to the nation on a day that stands for liberation, urging citizens to live the essence of Independence Day by taking steps to free India from plastic pollution”

     

    Added Amer Jaleel, Chairman & CCO, Mullen Lintas: “Last year we created what turned out to be a memorable piece of content on Independence Day with a quote by Gandhiji and point of view on how a woman feels about liberation. In our heads, Avenger owns the liberation space and we have to have a take on August 15. This year we are back with a comment on what it means to have true patriotism in your heart aptly called #NoPlasticPatriotism”

     

     

  • As a brand that stands for freedom and liberation, Bajaj Avenger has been at the forefront in connecting with topics and conversations that impact India

    Bajaj Avenger encourages women to ride their independence in latest film

    By A Correspondent

     

    Che cruiser bike brand Bajaj Avenger expressed its take on why freedom matters to women and in a way they feel right. With #RideYourIndependence that has been conceptualised by Mullen Lintas Mumbai, Bajaj Avenger unravels the journey of one such female protagonist and what being free really means to her.

     

    Commenting on the objective behind the film, Sumeet Narang, VP – Marketing, Bajaj Auto said: “Avenger stands for freedom and liberation and it is our endeavor to reinforce the brand equity with each communication. With so many issues of women safety cropping in India recently, on this Independence Day, we saw an opportunity to underline ‘liberation of women’ seen from an Avenger perspective in a unique, positive and an endearing way.”

     

    Expressing her views on the idea and making of the film, Garima Khandelwal, ECD – Mullen Lintas said: “It’s the 70th year of independence, but are we, man woman alike really free? The film shows a woman riding through the outskirts, how a man would ride today. The indifference the world has to her presence is meant to reflect as respect of her freedom, it’s a utopian community. Mahatma Gandhi’s quote rightfully makes the film relevant for Independence Day. The brand makes a point on liberation yet again but this time it’s not a film for a girl that rides, it’s a film for every girl. Here’s to her independence!”

     

  • The film, conceptualised by Mullen Lintas Mumbai, highlights the underlying message that it seeks to convey: #RideDontHide

    Bajaj Avenger urges fans to ride and acknowledge true wealth

    By A Correspondent

     

    Bajaj Auto has unveiled a new campaign that urges Indians to discover true wealth (and not just the materialistic stuff that has come to the fore post-demonetisation). Commenting on the need for the film, Sumeet Narang, VP Marketing, Bajaj Auto Ltd said: “We, as a brand, understand Avenger riders really enjoy and cherish riding and value experiencing outdoors. They seek treasure on either mountain tops or some sunny beaches. When demonetisation took the country by storm, we saw the subject of wealth accumulation from the riders’ perspective.”

     

    The film, conceptualised by Mullen Lintas Mumbai, highlights the underlying message that it seeks to convey, namely #RideDontHide. It begins with a statement on the immense wealth that the protagonist, or rather the rider, possesses as he makes his way across amazing trails in the country. Agreeing that his wealth is stashed away across many places, he makes his way to those locations much to the curiosity of the viewers. He eventually leads viewers to the natural wealth that’s abundantly available like the greenery, blue waters, bright yellow leaves, white snow etc. He eventually confesses that he is indeed wealthy beyond measure but none of it is black. Thus every ride that one embarks on makes him richer; richer by newer experiences.

     

    Commenting on the film, Ayyappan Raj, EVP-Mullen Lintas Mumbai said, “Bajaj Avenger has been engaging on social media with topical messaging for almost a year now – from IPL to Social Media Day to Brotherhood Day. And it has worked quite well for the brand. This time, there’s a POV that’s very true to the biker’s attitude/outlook and sincere to the brand belief. How does the Avenger rider look at wealth is the perspective that we’ve brought out in the current context. It’s already got a good response and has received positive comments & feedback.”

     

    Highlighting the creative thought process behind the campaign, Shriram Iyer, NCD, Mullen Lintas said, “A rider’s wealth is the experiences he collects while riding. Riding brings us closer to the wealth of nature. The current conversation about black money allowed us a powerful context to make this point. Acknowledging the beauty of the world around us will.”

     

     

     

    About Mullen Lintas:

    Launched on August 1, 2015, Mullen Lintas is the new creative agency offering from MullenLowe Lintas Group.It is headquartered in Mumbai with presence in key cities of Bangalore & New Delhi. The agency understands that a great brand needs a great narrative that flows seamlessly through screens, experiences, shopping environments and conversations. Mullen Lintas is born ahead of the curve and intends to remain a mashup of the enduring and the emerging. It intends to partner brands whose reality or ambitions are driven by a passionate pursuit of leadership.

     

    MullenLowe Lintas Groupis one of the largest country operations of the MullenLowe Group (part of the Interpublic Group of Companies (NYSE: IPG). It has operating divisions in advertising (Lowe Lintas, Mullen Lintas), design (dCell), PR (GolinOpinion), brand consulting (LinConsult), experiential marketing & activation (LinEngage),video content (LinProductions), digital marketing (LinTeractive) that manage 300+ clients. With a talent pool of over 900 people across 7 cities in India, MullenLowe Lintas Group currently manages more brands amongst the Top 10, Top 20, Top 50 and Top 100 of AC Nielsen-Brand Equity’s India’s Most Trusted Brands (2013 and 2014), than any other agency in India. MullenLowe Lintas Group was also ranked the No. 1 creative agency in the world in effectiveness by the World Advertising and Research Council’s report, WARC 100 for two consecutive years (2015-2016). Recently, the group was declared the Effie Agency of the Year for 2015 in India & also the APAC Effie Agency of the Year 2016.

     

    To know more about MullenLowe Lintas Group, visit us at www.mullenlowelintas.in or follow us on Twitter, Facebook, LinkedIn or YouTube

     

    For further information, please contact: 

    GolinOpinion                                                  MullenLowe Lintas Group

    Aparna Mehrotra                                          Johnson Napier

    +91 9969623947                                            +91 9892981600

    aparna.mehrotra@golinopinion.in             johnson.napier@mullenlowelintas.in

     

  • Conceptualised and executed by Mullen Lintas, the film has been unveiled only on the online medium

    Bajaj Avenger celebrates ‘Brotherhood Day’

    By A Correspondent

     

    Not many know that  ‘Brotherhood Day’ is observed on September 11. For brands, this has been a distant proposition where nothing significant has been attempted to connect with their consumers. But this Brotherhood Day, Bajaj Auto took the lead with its cruiser brand, Avenger to connect with popular bike brand, Royal Enfield, in its category in a unique way.

     

    Conceptualised and executed by Mullen Lintas, the film has been unveiled only on the online medium. It captures the common thought of riding shared between the two brands who are both iconic in their own respective ways. As such, brotherhood as a concept is inherent to the road, the rider and his machine. The insight is especially true for brands that put these machines out on the road. What better occasion than Brotherhood Day to talk about the thought, through a film that is pitched right in order to resonate with both, Bajaj Avenger and also with the whole riding community.

     

    Sharing his views on the unique nature of the idea, Sumeet Narang, Vice President – Marketing, Bajaj Auto Ltd. said, “There is a natural tendency for bikers to connect and bond during their rides. And that connections cuts across language, culture, region, brands and bikes. The core belief of Avenger is ‘liberation’ and that one should never be trapped by any man made boundaries. This ‘Brotherhood Day’ film also encompasses the same thought subtly and manifests the joy of riding as one.”

     

    Highlighting the unique aspect of the digital film, Ayyappan Raj, EVP – Mullen Lintas Mumbai said, “The best part of creating work for Avenger is the fact that there is a very clear brand brief and from there we keep looking for and finding new, interesting ways to engage with our audience. Wishing Royal Enfield Brotherhood Day is one of them. The insight was at the core of how riders feel clannish to the brands they belong to. On eve of Brotherhood Day, Avenger being a most sought after bike for long rides, it called out to all bikers to ride and celebrate the bikers’ brotherhood day. Between the Avenger brand team and Mullen Lintas team there’s a lot of co-creation that’s happening and there’s a lot more to come.”

     

    The film traverses the journey undertaken by two riders on their favourite riding machine. Whether life offers a rough or smooth ride or puts one through circumstances that are not pleasant, it is the innate bond of brotherhood that keeps them going to achieve more in life. The film communicates this thought in a very candid manner.

     

    The film was tweeted with a greeting by Bajaj Avenger to Royal Enfield and simultaneously unveiled on Bajaj Avenger’s Facebook page and YouTube channel and will be promoted across other social assets as well. Since being unveiled, the film has received over 700k views in 24 hrs. Viewers have started tagging their RE/Avenger friends on FB and are also sharing pictures of the two bikes together and going for a ride too.

  • Releases video encouraging individuals to connect with themselves

    Bajaj Avenger unveils campaign to observe Social Media Day

    By A Correspondent

     

    Bajaj Auto’s Avenger is celebrating Social Media day with a thought-provoking video campaign. Bajaj Avenger which is positioned on the idea of ‘liberation’ has come up with a film that underlines the downsides of over exposure to social media, encouraging people to connect with themselves.

     

    The current generation of millennials have started leading a life that is dominate by the digital world. Twitter, Facebook, YouTube, Google+ and LinkedIn have become an integral part of our life and our way of connecting and interacting with the world. The flip side of over exposure to digital and social media prevents people from spending time with themselves and their loved ones. The more connected we are connect on social media, the more detached we are to the real world and all that nature has to offer.

     

    Commenting on the film, Sumeet Narang, Vice President, Marketing Bajaj Auto Ltd said “Avenger, as a brand is all about liberation. So in today’s context, we looked at what’s that one thing that seems to be holding us back. Social media is constantly coming up with newer ways to connect, giving people the means to reach out, keeping them up to date. The flipside being, it seems to be tying us down to such an extent that we are losing ourselves to it. So 30th June was the opportune moment to get the Brand Avenger to call for action, urging people to free themselves, a value that the brand stands for. The idea for our campaign is to encourage and empower people to connect with what matters the most.”

     

  • To be launched first on the digital platform, the integrated campaign borrows from the successful theme of 'Feel Like God' which made the Avenger a highly sought-after bike when it was launched more than a decade ago

    Bajaj Avenger promises a ‘Feel like God’ experience in new campaign

    By A Correspondent

     

    The era that we live in today is replete with chores and responsibilities that demand something more than the ordinary. Every day is a struggle where one has to literally push and challenge oneself in their pursuit to achieve something over the ordinary. This adage is particularly true for regular office-goers and those with mundane 9-5 jobs, who are often caught in a rat race to stay afloat and be noticed. But then there are those just chose to veer from the ordinary and do things their own way. Or rather approach life in a relaxed and non-conformed manner. These are the doers that Bajaj Avenger seeks to communicate with as it unveils its latest campaign.

     

    To be launched first on the digital platform, the integrated campaign borrows from the successful theme of ‘Feel Like God’ which made the Avenger a highly sought-after bike when it was launched more than a decade ago. In keeping with the original philosophy, the latest campaign that has been conceptualized by Mullen Lintas, shows the Avenger man traversing a ‘break free’ journey yet again and sees him giving up certain choices that would have otherwise impaired his freedom.

     

    The campaign has been developed based on the insight that there is too much cut-throat competition around us and that everyday has become a rat race for all. People today are competing with everyone and for almost everything. And while we are busy competing and dealing with insecurities of everyday life, we have lost sight of life itself. We have forgotten the bigger picture, forgotten the joy of discovering who and what we are. That’s because all we end up doing is playing the rat race. The new campaign thus serves as a wake-up call, especially to the youth, bringing them face to face with the bitter truth of their lives. It makes them relive and discover life; making them ‘Feel like God’.

     

    Commenting on the launch of the new campaign, Sumeet Narang, Vice President – Marketing – Bajaj Auto Ltd, said, “We launched 3 new variants of the Avenger – Cruise 220 and Street 220 and 150 and they have been hugely successful from day 1. The bikes not only serve well for daily city commute, but are also perfectly designed to take long weekend and adventure rides with aplomb. Their relaxed riding position, impeccable performance and world class looks have made them a big draw especially with the hard working young professionals. Our interactions with customers revealed their love for weekend escape trips on Avenger. Several Avenger riding communities have also come up which celebrate the feeling of liberation this bike offers. Our brief to Mullen Lintas was to dramatise this sense of liberation but with a context to daily life”.

     

    Providing his perspective on the idea for the campaign, Ayyappan Raj, Executive Vice President – Mullen Lintas, Mumbai said, “For the tribe of Avenger riders, ‘Feel Like God’ is a way of life. Which is the reason why we have approached the entire campaign more like a lifestyle brand and not a typical two-wheeler brand. From the digital videos (demonstrating the riding experience) to all the social media engagement and the special rides, we’ve tried to create a ‘Feel Like God’ experience for the Avenger aspirers. The coming days will see more communication being unveiled that will espouse the cause even further, including the activities planned through our FB page ‘Avenger United’.”

     

    The campaign shows the Avenger man undertaking his ‘break away’ journey reminiscing the things and experiences that would have otherwise slotted him among the ordinary. A journey where he forgoes the rush-hour race where all scramble to reach their office in time, or the race to grab the most sought-after chair in the office or to gain good monetary raise, or even the race to garner fame and a corner seat in the office…basically stay away from the rat race and opt for a life that detests these temptations. It is when one rises above from his or her everyday role that they get to experience the ‘Feel like God’ moment.

     

    Explaining the creative thought-process, Shriram Iyer, National Creative Director, Mullen Lintas said, “The campaign attempts to capture the spirit of ‘Feel like God’. Again. An idea that originally launched the bike a few years ago, remains as relevant today as it was then. Back then we saw a rider effortlessly forgiving the people who did him wrong. And now, it’s a rider who laughs softly as he imagines the world of men caught in a rat race. He imagines the futility of it all. And as he takes in the road, the sky, the sun and the wind, he ‘Feels like God’. He rises above the everyday. He distances himself from the preoccupations of modern life. He chases nothing; rather, he ‘Feels like God’.”

     

    After a digital burst for a few days, the campaign would traverse the offline route and play on popular television channels across regions & genres.

     

    Team credits:

    Agency: Mullen Lintas

    Creative: Amer Jaleel, Shriram Iyer, Garima Khandelwal, Satish Sethumadhavan

    Account Management: Raj Ayyappan, Manish Somani, Ahsan Khan, Pallavi Krishna

    Planning: Ekta Relan

    Production House: Shouvik Basu

    Director: Richard d’alessio

     

    About Mullen Lintas:

    Launched on August 1, 2015, Mullen Lintas is the new creative agency offering from MullenLowe Lintas Group. It is headquartered in Mumbai with presence in key cities of Bangalore & New Delhi. The agency understands that a great brand needs a great narrative that flows seamlessly through screens, experiences, shopping environments and conversations. Mullen Lintas is born ahead of the curve and intends to remain a mashup of the enduring and the emerging. It intends to partner brands whose reality or ambitions are driven by a passionate pursuit of leadership.

     

    MullenLowe Lintas Group is one of the largest country operations of the MullenLowe Group (part of the Interpublic Group of Companies (NYSE: IPG). It has operating divisions in advertising (Lowe Lintas, Mullen Lintas), design (dCell), PR (GolinOpinion), brand consulting (LinConsult), experiential marketing & activation (LinEngage), healthcare marketing (LinHealth), video content (LinProductions), digital marketing (LinTeractive) that manage 300+ clients. With a talent pool of over 900 people across 7 cities in India, MullenLowe Lintas Group currently manages more brands amongst the Top 10, Top 20, Top 50 and Top 100 of AC Nielsen-Brand Equity’s India’s Most Trusted Brands (2013 and 2014), than any other agency in India. In February 2015, MullenLowe Lintas Group was ranked the No. 1 creative agency in the world in effectiveness by the World Advertising and Research Council’s report, WARC 100. Recently, the group was declared the Effie Agency of the Year for 2015 in India.

     

    To know more about MullenLowe Lintas Group, visit us at www.mullenlowelintas.in or follow us on Twitter, Facebook, LinkedIn or YouTube

     

    For further information, please contact:

    GolinOpinion                                                      MullenLowe Lintas Group

    Aparna Mehrotra                                                Johnson Napier

    +91 9969623947                                                  +91 9892981600

    aparna.mehrotra@golinopinion.in              johnson.napier@mullenlowelintas.in

     

     

  • Bajaj Auto recently launched its new Avenger range – The Avenger Cruise 220, Street 220 and Street 150

    Mullen Lintas wins creative mandate for Bajaj Avenger

    By A Correspondent

     

    India’s leading two-wheeler brand Bajaj Auto has appointed Mullen Lintas as the creative agency for its popular Bajaj Avenger range of bikes. Mullen Lintas has been given the mandate for integrated campaigns for Bajaj Avenger and would collaborate with group company LinTeractive, to create a seamless brand experience across the entire eco system including television, print, OOH, web and mobile (including social media).

     

    Sharing his views on the appointment, Sumeet Narang, Head of Marketing, Bajaj Automobiles said, “We welcome Mullen Lintas as our brand partners for Bajaj Avenger. We were really impressed with their holistic thinking on Avenger that went beyond the conventional approach. We look forward to an infusion of their thinking for developing the next phase of brand Avenger and strengthening our position as the pioneers of the leisure biking category.”

     

    Sumeet Narang

     

    On being chosen to lead the creative duties for Avenger, Amer Jaleel, Chairman & CCO of Mullen Lintas, said, “It’s a lovely feeling for us to work with a great brand like Bajaj. Avenger is one bike that clearly stands apart in the sea of sameness. It is an important and premium brand for Bajaj and we are delighted to have been entrusted with the task of growing it to even higher levels. It’s a big high for us at Mullen Lintas.”

     

    Bajaj Auto recently launched its new Avenger range – The Avenger Cruise 220, Street 220 and Street 150. The new Avenger series redefines the cruiser bike segment to offer un

    Amer Jaleel

    matched international styling and cruising comfort. The Cruise 220 retains the classic cruiser comfort and looks while the all new Avenger Street range is designed for easy city riding and is based on the international Sportster format. Bajaj is fully focussed on continuously improving its core competencies in all functions and working together with its consumers to make the ride worthwhile.

     

    On the brief received from the client for Avenger, Virat Tandon, CEO – Mullen Lintas said, “Bajaj’s brief to us was to show them how we would relaunch the new Avenger bikes and grow the franchise significantly in numbers. We believe we’ve managed to display to the client how we will not just launch the new bikes, but also create a following for this new tribe of Avenger riders.”

     

    Virat Tandon

     

    In fact, Bajaj is already happy with the initial response that they have received around the newly-launched bikes. This is over and above the fact that several brands under the Bajaj Auto portfolio have been throwing up encouraging numbers too. Adding his views on this achievement, Narang said, “The genuine cruiser segment has steadily grown over the years with the Avenger as the torch bearer. With the addition of the all new Street 220 & 150, we have been able to significantly expand the cruiser segment in the country. With the new Avenger models joining the immensely successful Pulsar range, Bajaj Auto has strengthened its offerings to discerning customers in the Indian market, and reinforce Bajaj Auto’s leadership in the premium motorcycle segment.”