In a campaign conceptualised by Mullen Lintas, Bajaj Avenger rides with Royal Enfield resonating the core thought that whether life offers a rough or smooth ride, it is the bond of brotherhood that keeps them going
BestMediaInfo Bureau | Mumbai | September 15, 2016
As a concept, ‘Brotherhood Day’ is rather a low-key and unpractised event in India when the world celebrates it on September 11. Brands also possibly haven’t experimented with this ‘day’ to connect with consumers.
But for a change, Bajaj Auto took the lead with its cruiser brand Avenger to connect with popular bike brand Royal Enfield in a unique way.
Conceptualised and executed by Mullen Lintas, the film, unveiled on the digital platform, captures the common thought of riding shared between the two brands that 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 with the riding community.
The film traverses the journey undertaken by two riders on their respective riding machines. 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 as the brothers continue to ride along.
Sumeet Narang, Vice-President, Marketing, Bajaj Auto, 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.”
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 the eve of Brotherhood Day, Avenger being a most sought after bike for long rides, called out all bikers to ride and celebrate the bikers’ Brotherhood Day. Between the Avenger brand and Mullen Lintas teams, there's a lot of co-creation that's happening and a lot more is to come.”
Bajaj Avenger tweeted a greeting to Royal Enfield and simultaneously unveiled the film on Bajaj Avenger’s Facebook page and YouTube channel and it will be promoted across other social assets as well. The film has received over 700k views in 24 hours. Viewers have started tagging their RE/Avenger friends on FB and are sharing pictures of the two bikes together and going for a ride too.
Client: Bajaj Auto
Agency: Mullen Lintas
Creative: Amer Jaleel, Shriram Iyer, Sethu Satish Madhavan, Garima Khandelwal and Abhilash Mundayat
Account Management: Raj Ayyappan, Manish Somani, Ahsan Khan and Pallavi Krishna
Planning: Ekta Relan
Production house: Crazy Few Films
Director: Sharat Kumar