In its latest campaign for Bajaj’s Avenger, Mullen Lintas designs a commentary-based story, taking the viewer through a mesmerising parade in nature’s lap in the backdrop of the Republic Day spirit
BestMediaInfo Bureau | Mumbai | January 27, 2017
Every year on January 26, celebrated as Republic Day, India hosts parades at Delhi’s Rajpath. But ever thought of the beautiful parades that nature hosts?
In its latest campaign conceptualised by Mullen Lintas, Bajaj Avenger’s portrays a commentary-based story, taking the viewer through a mesmerising parade treasured in nature’s lap.
We call our nation a republic, and keeping this spirit in mind, the brand showcases this campaign to personify Republic Day in nature. The brand uses the opportunity to honour the outdoors and wildlife, urging riders to explore this great republic.
The campaign begins with soft music and a slogan ‘In this ‘great republic’ there are many parades happening.’ The two friends sip hot beverage, enjoying a bonfire at the bank of a river in the Kaziranga National Park as a commentary describing the Republic Day parade runs in the background. As they sip the beverage, they see a flock of birds take flight and the two friends embark on their journey.
They’re soon seen on a boat with their bikes, as they see an alligator marching towards them from a distance and the commentary continues. In the next instant, they’re riding in the jungle, continuing their exploration. They suddenly stop as two rhinos march in front of them. Thrilled to see them, they wait till the animals pass. As they go ahead, they stop on a bridge to witness a group of elephants near another river bank. They’re content to have explored nature’s parade as the commentary in the background ends. The campaign ends with a message to the viewer, ‘Ride to be a part of Nature’s parade.’
Speaking about the campaign, Ayyappan Raj, Executive Vice-President, Mullen Lintas, Mumbai, said, “This is something we have been doing for Bajaj for quite some time now. There is the continuous need to engage with consumers. In this case, it’s a cruiser bike. The whole category code of cruising is to go out. India is such a vast country where there is lot to explore. The brand uses Republic Day as a context and encourages people to go out and ride and explore their republic. The commentary remains the main part of the film. That was the creative device that we have smartly used. We’ve taken that and found a parallel in nature’s parade.”
Narang added, “Here we were looking at Republic Day, which is a great day in people’s lives and how as a brand can we differently look at the day and spark a conversation. How could we salute the republic in a different way, is something which is within the zone of the avenger brand and that’s what led to an ideation process with Mullen Lintas.”
Agency: Mullen Lintas, Mumbai
Client: Bajaj Avenger
Bajaj Avenger team: Sumeet Narang, Shardul Mujumdar, Mohit Handa
Creative Team: Amer Jaleel, Shriram Iyer, Satish Sethumadhavan , Garima Khandelwal
Account Management: Ayyappan Raj, Ahsan Khan and Anchal Shah
Production House: PH - crazy few films
Director: Sharat Kumar