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Tag: Sumeet Narang

  • An inspiring documentary with stories by the war veterans, who served aboard the invincible INS Vikrant

    Bajaj V and Leo Burnett launch Sons of Vikrant

    By A Correspondent

     

    Leo Burnett and Bajaj V recently unveiled #SonsofVikrant, an inspiring documentary that brings together untold stories of valour, respect and pride – shared by the war veterans, who served aboard the invincible INS Vikrant, India’s first aircraft carrier.

     

    The screening of the documentary took place at a tribute gala in Mumbai in presence of influential personalities from the media, marketing and advertising fraternity.

     

    War veterans who are featured in the #SonsOfVikrant documentary graced the event and recounted anecdotes of bravery and sheer passion in a panel discussion moderated by actor Neha Dhupia, daughter of a naval officer.

     

    Admiral Arun Prakash, Rear Admiral SK Gupta, Rear Admiral Peter Debras, Lt. Cdr. Ashok Sinha, Commodore Medioma Bhada, and Cdr. H.S. Rawat were among the war heroes who were part of the #SonsOfVikrant initiative.

     

    Said Sumeet Narang, VP, Marketing (Motorcycles), Bajaj Motorcycles, “We saw lot of social media conversations and media interest on the Bajaj V which contains the metal of INS Vikrant.  As we delved deeper into Vikrant and started talking to people who worked on it, we also realised that there are many untold stories and memories behind the naval battleship INS Vikrant and its heroes. And since we had brought back the essence of Vikrant in the form of V, we realised that the onus was also on us to bring these stories together and share them with the nation.”

     

    Said Saurabh Varma, Chief Executive Officer, South Asia, Leo Burnett, “With Sons of Vikrant, our idea was to bring out the untold stories of INS Vikrant and the war veterans and share the feeling of Pride with millions.”

     

    He further added, “To create this documentary, we met many people who were part of the war to learn their stories. The footage ran into hours, which we had to bring down to 16 minutes.”

     

  • 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

     

     

  • The new campaign titled 'Bajaj Discover Life Banaye Zing Zong' explores typical married relationships

    Bajaj Discover takes element of fun further with new TVC

    By A Correspondent

     

    With an aim to further strengthen its position in the market, Bajaj Discover has launched an integrated campaign underlining that responsibility does not mean the end of romance, joy and fun.

     

    The new campaign titled ‘Bajaj Discover Life Banaye Zing Zong’ explores typical married relationships and highlights how the spark gets lost over time. Discover, powered by its unique DTSi engine, promises to help couples across India bring the spark back and make their life Zing Zong again. Three films titled Brake, Cross Leg and Bag address three specific barriers that symbolise the missing spark. All the three films are currently on air.

     

    Apart from TV, the campaign’s media plan includes digital, press, outdoor, radio and activation.

     

    The Zing Zong Ride was launched on 8th February 2015, which is World Marriage Day, with TV stars Gurmeet and Debina in Mumbai, Shree and Shamita in Chennai and Nirupam and Manjula in Hyderabad. A call for entry using multiple mediums was initiated where participants were asked to enrol for the ride by filling in their details and explaining why they would like to be a part of the ride. Zing Zong Ride will be aired online in the form of webisodes on Bajaj Discover‟s official YouTube channel – Bajaj Discover TV.

     

    The second activation idea is aimed at giving an experience of ‘Zing Zong’ at Bajaj dealerships. It is called ‘Zing Zong World Tour’, and is designed as a virtual experience where couples get themselves clicked against famous romantic spots of the world. Personalised video clips of the virtual world tour are shared with prospective buyers, thus creating memories for them in times to come.

     

    Sumeet Narang, Senior Vice President – Marketing, Bajaj Auto, explains the thought process behind the campaign, “While most brands in the mid-two wheeler segment talk about the same old price and efficiency features, Bajaj Discover‟s new campaign showcases how the brand can deliver a higher order benefit of reviving relationships. As for the Zing Zong Ride, it is a real life demonstration of how the brand fulfils its purpose of bringing romance back in the lives of married couples.”

     

    Raj Deepak Das

    Raj Deepak Das, Chief Creative Officer, Leo Burnett, says, “Bikes have been a predominantly male driven category and most ads induce buyers to think rationally. We wanted to break free from this rationality approach and talk about how Bajaj Discover can play a vital role in their lives. The Zing Zong ride will showcase couples rekindling romance. It effectively communicates the message that no matter what, in life one must not compromise on fun, joy and romance.” He further adds, “With this campaign our aim is to achieve maximum impact by creating multiple touch points across traditional media, digital, and experiential.”