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Tag: Mullen Lintas

  • The TVC tells the story of a bride-to-be experiencing pre-wedding jitters,and being comforted and assured by her friend through the magic of a soft touch

    Himalaya launches new TVC campaign for Cocoa Butter body lotion

    By A Correspondent

     

    The Himalaya Drug Company has launched a new TVC for its Himalaya Cocoa Butter Intensive Body Lotion. The TVC tells the story of a bride-to-be experiencing pre-wedding jitters,and being comforted and assured by her friend through the magic of a soft touch.

     

    Said Varun Wanvari, Brand Manager, Skin Creams and Lotions, Himalaya Drug Company: “The communication for brand Himalaya, including that for body lotions has centered around problem-solution. With the latest TVC for the Himalaya Cocoa Butter Intensive Body Lotion, we wanted to connect with consumers at an emotional level by associating our brand with something that deeply resonates with them – the comfort and warmth of a touch.”

     

    Added Shriram Iyer National Creative Director, Mullen Lintas: “In trying to craft the message of soft skin, we wanted to communicate a product attribute but also a genuine human insight. For us, that was the power of touch itself. For instance, how sometimes the most powerful way to reach out to someone, to comfort someone is through a touch. And thanks to the deep moisturising afforded by Himalaya Cocoa Butter Intensive Body Lotion, that touch is able to convey every emotion. The film is a beautiful story bringing out this very idea, first by way of a friend reassuring the bride on the her anxiety around looking her best for her big day and later the bride comforting the bitter-sweetness in the father’s emotion of giving the daughter away.”

     

  • The creative mandate would be led by the Mumbai office of Mullen Lintas

    Mullen Lintas wins creative duties of Bajaj Almond Drop Hair Oil & No Marks cream

    By A Correspondent

     

    Mullen Lintas has won the creative responsibilities for all the brands of Bajaj Corp. The agency would be providing its core expertise to Almond Drops Hair Oil, Amla Oil, Jasmine Oil, Brahmi Amla Oil, No Marks cream, Kailash Parbat Oil and other upcoming brands.

     

    The creative mandate would be led by the Mumbai office of Mullen Lintas where the agency’s task would be to work very closely with the client and play an integral part in the planning & creation of integrated marketing campaigns for all the brands owned by Bajaj Corp. The agency will provide strategic recommendations pertaining to the marketing and promotion of several brands of Bajaj Corp and will provide ideas that go well beyond conventional advertising.

     

    Commenting on the win, Sandeep Verma – President-Sales & Marketing, Bajaj Corp said, “We are delighted to be entering into a partnership with Mullen Lintas as the creative agency on our brands. As Bajaj Corp Ltd. embarks on its journey to revitalise some of its legacy brands like Almond Drops, the market leader in Light Hair Oil category and build some newly acquired brands like No Marks, we are looking to develop impactful content which can communicate the brand proposition very clearly in an integrated manner. And we believe that the Mullen Lintas team, with its keen experience in FMCG brand development and proven creative success, can help us in realising our ambition to create such strong and powerful brands which are truly loved by our consumers.”

     

    On winning the new business mandate, Virat Tandon, CEO, Mullen Lintas said, “It’s great to be associated with a legacy company like Bajaj Corp Ltd. who havecreated some large brands over the past eight decades. All of their brands are built on meaningful propositions and offer great value to the consumer. Our task is to provide these brands with the fuel for greater success and launch new ones. We are very excited about the future of this partnership.”

     

    Adding his views on the win, Amer Jaleel, Chairman and CCO, Mullen Lintas said, “We are thrilled to offer our creative expertise to a flagship FMCG company like Bajaj Corp Ltd. Their brands have a solid presence in the market and are already very well known to the consumer.  We see fantastic possibilities to earn more love from the consumers for these great brands.”

     

  • 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.

  • The campaign reinterprets and delivers on the brand promise of "Fly the new feeling"

    Deepika Padukone takes to the skies for Vistara

    By A Correspondent

     

    Vistara, India’s fastest growing full service carrier, is launching its new multimedia brand campaign on August 22nd along with its first TV commercial.

     

    The campaign reinterprets and delivers on the brand  promise of “Fly the new feeling”, through the eyes of airline’s new brand ambassador Deepika Padukone, the internationally acclaimed actress and one of the nation’s most popular and admired role models.

     

    Conceptualised by the airline’s creative agency Mullen Lintas, the creative concept of the TVC revolves around how Deepika Padukone feels the same wonder and joy every time she flies Vistara, as she felt when flying for the first time. The campaign intends to elaborate on the core interpretation of the brand promise which is about the feeling of looking forward to flying again.

     

    The new campaign featuring Deepika will be broadcast on TV channels across India starting August 22, 2016. The airline has been giving a sneak peek to its customers through its ongoing teaser campaign #WhichStar running on various platforms, that has captured the imagination of millions of people already. The integrated campaign will be deployed across multiple platforms including TV, digital, print, outdoor, cinema and airports.

     

    Through this campaign, Vistara wishes to reach out to its core audience of corporate and frequent flyers, who value a seamless, reliable, and consistent service experience above everything else, and are willing to pay a reasonable premium for the unique offerings provided by a world-class full service airline. With this initiative, the airline also intends to make brand Vistara a household name just like its parent company brands, Tata and Singapore Airline.

     

    “From the beginning, Vistara has aimed to transform the flying experience and bring back the joy of air travel” said Mr. Phee Teik Yeoh, CEO, Vistara. “We believe the journey should be as enjoyable as the destination. Our new brand campaign with Deepika Padukone highlights the unique feeling of flying Vistara. Through this campaign, she has brought to life the special spark of happiness that people feel when they fly with Vistara, the airline that is proud to carry the remarkable heritage of Tata group, Mr. JRD Tata, and Singapore Airlines”, he added.

     

  • Its latest offering Cleartrip Local, is known to offer more than 20,000 things to do in 50+ cities ranging from activities, fitness, to eating out and events, all under one roof

    There’s lots to be explored on Cleartrip Local, says latest brand film by Mullen Lintas Bangalore

    By A Correspondent

     

    Cleartrip, which was one of the first portals to ease travel plans by offering a clean, simple, and fast solution for booking flights, hotels, and allied services, has now taken on the challenge of making the lives of its customers more fun within cities throughout India. Its latest offering Cleartrip Local, is known to offer more than 20,000 things to do in 50+ cities ranging from activities, fitness, to eating out and events, all under one roof.

     

    To educate the consumers about its new offering, Cleartrip has launched a new brand film that delves on the key brand proposition of offering various services under a single roof. Developed by Mullen Lintas Bangalore, the film revolves around the insight that most consumers today are genuinely at a loss to find something fun to do. Besides the mundane pastimes of movies and malls, there were not many activities that they were aware of taking place in their vicinity. The biggest hook, therefore, for the communication was the discovery of the product itself. The film thought thus has been kept highly colloquial, which has the ability to enter regular conversations of people and fit into their world rather effortlessly.

     

    Commenting on the launch of the new brand film, Subramanya Sharma, CMO Cleartrip Pvt. Ltd. said: “Cleartrip Local is about catering to the ‘here & now’. Mullen Lintas and us brainstormed about the local moments of truth which included the fear of missing out, illusion of ’same old, same old’ in the city and the illusion of complete knowledge around what’s happening around you. And this one line resonated with a lot of us – ‘You are a stranger in your own city’ and out came the central idea for the campaign – ‘What’s happening, lots happening’. Also, while the core idea was nailed, we were worried on the execution as most ideas falter at this stage. But Shriram Iyer and team meticulously planned the details so much that the film came out exactly the way it was visualised in the storyboard. Creativity with perfect execution – we couldn’t ask for more.”

     

    The film begins the protagonist going on with his everyday life but is confronted with people around him pursuing their passions. Whether it is go-karting, kayaking, pot-making, yoga or even dining out at a venue of choice, people are shown doing what they love doing best when they are free. The protagonist is bemused on all these activities taking place around him and wonders what’s really transpiring. The voiceover then summarizes by saying that on Cleartrip Local app, there’s lots happening!

     

    Sharing his views on the film idea & execution, Shriram Iyer, NCD – Mullen Lintas said: “The product is so one-of-a-kind that it pretty much wrote the line ‘what’s happening, lots happening’ itself. Use the app and you’ll know it, there’s seriously some crazy amount of things to do in your own city. Our task then was to crack a device to tell this in an engaging manner. And we tried doing that by literally bringing this alive by showcasing crazy activities in an impossible environment. And the Gujarati rap simply tied it all up in a nice, quirky bow.”

     

    The film has already gone live and will air on popular online & offline channels in the coming weeks.

     

  • The agency was appointed after a multi-agency pitch

    Cleartrip taps Mullen Lintas to drive its creative duties

    By A Correspondent

     

    Leading online travel company, Cleartrip has roped in Mullen Lintas to handle its creative duties. The agency was appointed after a multi-agency pitch and was chosen for presenting a communications strategy that was forward-looking and in line with the expectations of the company.

     

    The creative responsibility will be handled by the Bangalore office of Mullen Lintas.

     

    On appointing a new creative partner, Subramanya Sharma – CMO, Cleartrip said: “Consumers love us for the simple and superlative user experience, and we were looking for a partner to nurture and grow that. Mullen Lintas impressed us with deep consumer insights that they brought to the table, and complemented it with simple and crisp messaging. Also, their understanding of the underlying media ROI immensely helps performance oriented brands like ours get better returns for every dollar spent. As Cleartrip completes 10 years, we are excited to partner with Mullen Lintas and help take the brand to a mobile leadership position in the categories of travel & local.”

     

    On winning the new business mandate, Amer Jaleel, Chairman & Chief Creative Officer, Mullen Lintas said: “There was a twinkling of eyes and rubbing of palms and ping-pong of ideas right from the first conversation we had with Cleartrip that somehow told both sides that this was right. The effervescence was two-sided and the energy two-fold, evident in every facet of the partnership we have with Cleartrip.”

     

    Adding his views on the win, Virat Tandon, CEO, Mullen Lintas said, “Cleartrip is one of the pioneering digital brands of India. Over the years, they have been the first to bring innovations to the online travel business and provide a hassle-free experience to customers. We are very excited to partner Cleartrip and build a strong brand for the future as the Indian traveller looks for richer experiences.”

     

    Cleartrip is having a good run via its mobile & online platform in India. It recently launched “Local” on its app in India. Local, with its segments— activities, eat out, events and fitness— will help the company scale up faster. Cleartrip is targeting this segment to make up 50 per cent of its total transactions in the next three years.

     

    Cleartrip’s core travel business also did well on mobile in the Q4 (2016) quarter – air was up 53 per cent compared with the first three months of 2015 with hotels up by 64 per cent.

     

  • The mandate given to the agency is to launch the new brand through an extensive 360-degree campaign

    Mullen Lintas vrooms in the new Honda car

    By A Correspondent

     

    Leading Indian car-maker, Honda Cars India has appointed Mullen Lintas to handle the complete communications mandate for its new car variant to be unveiled shortly. Mullen Lintas won the business in a multi-agency pitch that saw three other agencies competing for the business. The mandate given to the agency is to launch the new brand through an extensive 360-degree campaign.

     

    On appointing Mullen Lintas as its creative agency, Jnaneswar Sen, Senior Vice President, Sales and Marketing, Honda Cars India said, “We are pleased to welcome Mullen Lintas on board as our brand and creative partner. We were impressed with the team’s extensive experience in the automobile category. Their grasp of the challenge we had posed in our brief was good and the strategy and creative recommendations were very strong. We look forward to a long and mutually fruitful relationship with Mullen Lintas.”

     

    Commenting on the recent win by the agency, Virat Tandon, CEO, Mullen Lintas said, “It’s a privilege to be working on the Honda brand. The brief was extremely challenging and we found an interesting solution to that. The automobile category today is full of new car launches and our vast experience in the category helped us win the business. We look forward to a successful launch for Honda and hope to build a strong partnership with the team.”

     

    Adding his views, Amer Jaleel, Chairman and CCO, Mullen Lintas said, “It’s a great feeling to partner with a respected brand like Honda Cars. Not only that, the team at Honda are a great bunch of people and we really look forward to a long and mutually fulfilling relationship. We’ve already begun work around the first campaign, and are excited with the way it has turned out so far. Watch this space for more.”

     

    Honda enjoys tremendous equity in the automobile category and is one of the most sought after brands across segments. This fact is well vindicated by the loyalty shown by its customers, who continued to opt for Honda as their preferred vehicle. Year 2015-16 was an eventful and rewarding year for HCIL. It continued its growth journey in the market recording decent growth for the 4th year in a row. The new fiscal year holds tremendous opportunity for further growth as it plans to enhance its product line-up with the launch of new models and also expand its dealer network.

     

  • The agency that was tasked to showcase this exciting transformation for the brand was Mullen Lintas, Gurgaon

    Gionee unveils new brand identity via latest campaign

    By A Correspondent

     

    Gionee, a global mobile phone brand is witnessing an identity change worldwide. As part of this exercise, the brand has unveiled a new logo in India. At the core of the logo change lies the fact that Gionee brings smiles on the faces of millions through its innovative technology.

     

    Interestingly, Gionee was associated with Kolkata Knight Riders as their principal sponsor, and there was an opportunity to leverage the team to talk about the logo change, and to launch it during the IPL – a high-decibel sporting spectacle in India. The task of launching the new logo using KKR was effortless and exciting.

     

    The agency that was tasked to showcase this exciting transformation for the brand was Mullen Lintas, Gurgaon.

     

    Explaining the communications approach undertaken by the brand, Nomit Joshi, AGM, Gionee said: “Delighting our customers has always been an attitude that each and every one at Gionee believes in. Our new smiling logo and tagline “Make Smiles” simply expresses it and invites everyone to engage with Gionee and include the brand in the delightful moments of their lives. We are excited that we were able to use Team KKR to unveil our new logo as they provide many of us a reason to smile each time they play. I am sure that the new TVC would convey the same passion, energy and joy that the brand stands for.”

     

    Sharing his views on the brief received by the client for the rebranding exercise, Syed Amjad Ali, Executive Director, Mullen Lintas said, “Gionee is going through an exciting phase and is articulating its next level of growth. The new logo change signals that ambition. The role of the campaign was to create familiarity with the new identity and what it would stand for in future. We intend to make Gionee one of the most sought after brands in the country, something that people aspire for and this is just the beginning.”

     

    The film begins with the KKR team players waiting for their new jerseys to arrive from the dealer. In the interim, the team is seen discussing what new elements would be present on the jersey including a new logo of Gionee. Just then the delivery man arrives and delivers the package to the players who try on their respective jerseys with much joy. On seeing the new logo that signifies a smiling face, the team captain Gautam Gambhir goes on to exclaim that ‘Gautam would no longer be Gambhir’ after wearing this jersey.

     

    Sharing the creative execution undertaken for the campaign, Shriram Iyer, NCD, Mullen Lintas added, “The task of unveiling the new Gionee logo coupled with the brands association with team KKR allowed us to put the jersey to good use. The idea of a last minute change in the logo leads to a funny misunderstanding among the players. We are excited about this very unconventional way to launch a new identity.”

     

    The film has been directed by Shayondeep Pal from Elements and has been launched ‘on and offline’ to coincide with the ongoing IPL season.

     

  • In Mullen Lintas, the brand has found an able ally that will assist it in achieving the stated objective

    Mullen Lintas appointed creative partner for Gionee Mobiles

    By A Correspondent

     

    India is today the second largest market for mobile phones, with smartphones alone accounting for a huge chunk of the growth numbers. Gionee Mobiles has made rapid strides in the category and has been constantly challenging leading smartphone players.

     

    As the brand seeks to attain the next level of growth, Gionee Mobiles was looking for an agency team that could partner them in good measure in achieving this ambitious plan. In Mullen Lintas, the brand has found an able ally that will assist it in achieving the stated objective.

     

    The agency was chosen for its proven credentials and presenting a compelling brand idea that resonated with what Gionee had in mind for the Indian market. The mandate given to Mullen Lintas is to build and popularize the brand in a highly competitive smartphone market. As the custodian of the brand, the agency will handle the strategy, planning & the creative responsibilities of Gionee Mobiles. Initial work has already started on the launch of the new identity and should be out in the market soon.

     

    Commenting on the development, Nomit Joshi, Marketing Head, Gionee Mobiles said, “We are very excited to have Mullen Lintas as our creative partner. We are looking forward to great partnership and are confident that together as a team we will take brand Gionee to the next level of growth.”

     

    On winning the new mandate, Virat Tandon, CEO, Mullen Lintas said, “The team at Mullen Lintas has immense category experience and has built mobile brands in the past. We see a great opportunity for Gionee in the Indian market as it is appropriately placed to be the next big player in the category. We are aligned to the ambitions of the brand and are excited about this relationship. We are happy to partner with them and are hopeful of a long & a fruitful association.”

     

    Gionee Mobiles is targeting a market share of 10 per cent in India this fiscal. It plans to achieve this growth by launching a host of new models in the coming weeks. Gionee will look to flood the market with its new offerings especially during the ongoing cricket season.

     

    On the future promise that the brand holds in the marketplace, Amer Jaleel, Chairman & CCO, Mullen Lintas said, “Mobile phones have literally changed the way we engage with life. Our attempt with Gionee will be to play an important role in the lives of these people who are forming new rules to make their lives more interesting and fulfilling.”

     

  • The agency's mandate would be to provide strategic recommendations pertaining to marketing and promotion of the brand

    Mullen Lintas wins creative mandate of Viacom18’s VOOT

    By A Correspondent

     

    As it gears up for the consumer launch of its advertising led VOD platform VOOT, Viacom18 has appointed Mullen Lintas, the advertising agency of the MullenLowe Lintas Group as its creative partner.

     

    The agency’s mandate would be to provide strategic recommendations pertaining to marketing and promotion of the brand and also provide ideas that go beyond conventional advertising.

     

    Commenting on the appointment, Gaurav Gandhi, COO, Viacom18 Digital Ventures, said, “As we set out to launch a new brand in this space, we needed a creative partner who could not only help in building a distinct positioning for VOOT, but also bring-to-life key facets of our product and content proposition in the campaigns. Our choice for Mullen Lintas is not only because of the fantastic credentials of the agency, but also the very deep consumer insights and creative edge that the team brings with it.”

     

    Expressing his views on the immense scope that the brand presents, Amer Jaleel, Chairman & CCO, Mullen Lintas said, “We are delighted to partner Viacom 18 for their high-decibel launch of VOOT. Time and place are no longer the deciding factors for accessing entertainment. This is the future of entertainment and we have no doubt that VOOT will play a big role in shaping this category. We are committed towards creating magic for the brand VOOT.”

     

    On winning the new mandate, Virat Tandon, CEO – Mullen Lintas said, “Technology is changing the way people are consuming content. Video on demand is the next big leap after the remote control. It’s a super exciting space and an opportunity to create the next big entertainment brand in this new tech world. Also exciting is the opportunity to work with some remarkable bunch of people at Viacom 18.”

     

    The name VOOT signifies happiness & enthusiasm and is a popularly used word in the digital world.

     

    VOOT is a digital video entertainment platform launching with over 17,000 hours of content (across languages and genres) including the biggest TV shows, Kids content and films. This will be supplemented by fresh and original web series, Digital films and other original content created only for VOOT.

     

    Content on VOOT will be classified based on genres such as reality, comedy, drama, kids and other segments and has been formatted based on a year’s research on what people watch on digital video platforms.

     

  • 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.”