Mullen Lintas rides away with Bajaj Discover's creative mandate

Bajaj Auto has appointed Mullen Lintas to handle the creative duties for their motorcycle brand Discover in India. This will be the second Bajaj account win for the agency, after Bajaj Avenger, which is also part of their current client portfolio.

The agency bagged the account following a competitive multi-agency pitch that saw participation from some of the leading advertising agencies in India.

Leo Burnett had won the creative mandate for Bajaj Discover in 2014.

Sumeet Narang

Sumeet Narang, Vice President, Marketing, Bajaj Auto, said “Discover competes in the core commuter segment of prestige 100 and 125cc bikes. The segment is very competitive and marked with different brands offering value, practicality, familiarity or prestige.  Discover differentiates itself from all other brands by promising an energized riding experience that rejuvenates life. Presenting this promise in a customer relevant and insightful communication is very critical” 

Virat Tandon

Commenting on the win, Virat Tandon, CEO, Mullen Lintas, said “Discover is a very important part of the Bajaj Auto portfolio and we are absolutely thrilled to be awarded this business by client. The challenge is to rekindle the love and the following that Discover has had in the past and to grow it multifold. It's going to be a fun ride.”

Interestingly, Bajaj Discover was handled by Lintas for many years in the past and Amer Jaleel, Chairman and Chief Creative Officer, Mullen Lintas had worked on the brand extensively then.

Amer Jaleel

Jaleel added, “With the Discover win both of my favourite Bajaj brands (while at Lowe Lintas), that is Discover and Avenger are now back in the fold, so to speak. We have a very interesting brand promise on Bajaj. Discover and we are excited by the challenge of this segment and happy to be on board with such encouraging and respectful partners as Bajaj.”

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