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Connect with Yourself on Social Media Day, urges Bajaj Avenger

In a campaign conceptualised by Mullen Lintas, the auto major asks people to stay away from the online world and get close to self

Connect with Yourself on Social Media Day, urges Bajaj Avenger

In a campaign conceptualised by Mullen Lintas, the auto major asks people to stay away from the online world and get close to self 

BestMediaInfo Bureau | Mumbai | July 1, 2016

Bajaj-Avenger Click on the image to watch the TVC.

Bajaj Avenger, unveiled a unique digital campaign on June 30, 2016, which was celebrated as Social Media Day globally. Conceptualised by Mullen Lintas, the campaign ‘Connect with Yourself on Social Media Day’ urges people to connect with themselves and stay away from the online world.

If one were to do some research on how technology has made a visible difference in our lives, there will be reams of pages telling about the nature of changes it has brought in.

Today we are unable to function without technology even for a moment. The youth are leading a digital life. Platforms like Twitter, Facebook, YouTube, Google+ and LinkedIn have become an integral part of their lives, including the way they connect with the audience around them.

The film begins with a man riding his Bajaj Avenger on a journey to the hills. As he crosses the mountains on his Bajaj Avenger, he constantly checks his smart phone network. For every halt, he notices the availability of network on his device. He drives to higher altitudes and at one point he is happy that he has no network on his phone. Here is when he exults in joy and drops his phone down – signifying his happiness of being to himself amidst nature with nothing else to accompany him. With soft music in the background, the campaign ends communicating the message ‘June 30, Social Media Day-- ‘Pledge to Connect, with Yourself.’

Sumeet Narang Sumeet Narang

Commenting on the initiative, Sumeet Narang, Vice President, Marketing, Bajaj Auto, said, “Bajaj 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 primarily giving people the means to reach out, keeping them up to date and is constantly coming up with newer ways to connect. The flip side being, it seems to be tying us down to such an extent that we are losing ourselves to it. So we thought 30th June will be an opportune moment to get Brand Avenger to voice this message to urge people to ‘Pledge to Connect, with Yourself’.”

Amer Jaleel Amer Jaleel

Adding his views on the unique experience behind the project, Amer Jaleel, Chairman and Chief Creative Officer, Mullen Lintas, said, “While we’re trying out newer ways of engaging with the digital audience, we are also trying out fresher ways of client-agency partnership. Many of the things that we’re doing with Bajaj are quite unconventional. We operate more like co-founders of ideas and that of the brand, which puts huge pressure on us and the client in terms of the depth of thinking and high regard for ideas. It’s a fabulous journey and we both truly FLG.”

Shriram Iyer Shriram Iyer

On the thought process behind the campaign, Shriram Iyer, National Creative Director, Mullen Lintas, said, “Social media has taken over our lives. It makes us aware of what’s happening around us and what our friends are up to. But in this process, we seem to be losing touch with ourselves. So this campaign urges people to find this connection. Actually this script was with us for long and in fact we had pitched it to the client in the initial stages of the launch itself. And when it came up with context against social media day, it became an even powerful idea. We are excited with the way the final film has come about.”

The engaging digital video content was launched on the occasion of Social Media Day and will play on all popular online channels highlighting the cause.

The TVC:



Client: Bajaj Auto

Agency: Mullen Lintas

Team: Sumeet Narang, Shardul mujumdar, Mohit Handa

Creative: Amer Jaleel, Shriram Iyer, Sethu Satish Madhavan, Ripanka Kalita, Pradyot Mokashi

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

Planning: Ekta Relan

Director: Anaam Mishra (Absolute Productions)

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