Mullen Lintas has won the creative mandate for Bajaj Discover following a multi-agency pitch. The agency's Mumbai office will handle the account.
The agency also works on the creative for Bajaj Avenger.
Sumeet Narang, VP – 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 energised riding experience that rejuvenates life. Presenting this promise in a customer relevant and insightful communication is very critical.”
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 multi-fold. It's going to be a fun ride.”
Amer Jaleel, chairman and CCO, Mullen Lintas, said “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.”
Leo Burnett was handling the creative duties prior, before which Ogilvy was working on the account.