Bajaj Auto has rolled out a digital campaign for its Avenger.
Conceptualised by Mullen Lintas, the campaign consists of a film which takes on the daily grind. It shows the hands that once graced bikes are now being used in the same position, but for other things in the daily routine. It urges these people to get out of the routine and take a break with a ride on the Avenger.
Narayan Sundararaman, VP - Marketing – motorcycles, Bajaj Auto, said, "Liberation is the core proposition for Avenger. Our interactions with customers have consistently revealed their love for the easy riding stance and handle-bar position of Avenger. With this film, we wanted to reinforce this liberation proposition and unshackle and awaken the lost rider."
In a joint statement, Azazul Haque and Garima Khandelwal, chief creative officers, Mullen Lintas, said, "Bajaj Avenger wanted to rekindle love for riding in bikers by making them realise that they are caught in the rut of life. Because they have chosen the right life. Sometimes we lose a little bit of ourselves doing all the right things in life. And what better way to reboot yourself than by getting on the saddle of the Avenger. We thought of a simple creative idea of bikers holding various things of daily chores like they hold the handle bar of an Avenger! Making them realise that they are born to ride and they shouldn’t become a slave to daily routine."
Client: Narayan Sundararaman, Shardul Mujumdar, Suraj Nair
Creative: Garima Khandelwal, Azazul Haque, Ripanka Kalita, Ashwin Joharapurkar, Prasad Venkatraman
Account management: Vikas Mehta, Priya Balan, Harsh Shah, Bhavi Gala
Planning: Ekta Relan
Production: Arun Gopalan, Zina Khan, Satyajit Ganu (Agency)