Mullen Lintas and LinTeractive would collaborate to create online and offline campaigns for the brand. The company recently launched its new Avenger range – The Avenger Cruise 220, Street 220 and Street 150
BestMediaInfo Bureau | Mumbai | February 18, 2016
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).
Sumeet NarangSharing 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.”
Amer JaleelOn 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 unmatched 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.
Virat TandonOn the brief received from the client, Virat Tandon, CEO of 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.”
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 and 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.”
To recap, Bajaj Avenger made an iconic debut in India with the ‘Feel Like God’ positioning about a decade ago. The communication for the brand was executed by Lowe Lintas, which further went on to accomplish many milestones for Bajaj Avenger. Now, as the brand revisits its connect with the Indian populace, it hopes to weave a similar magic with its new communication and be an instant hit with the consumers.
