Bajaj Avenger has rolled out a campaign conceptualised by their newly appointed creative agency, Mullen Lintas.
The campaign includes a film targeted at working professionals in the 'rat race'. It shows two parallel journeys – one of a man on an Avenger leving the city for a long ride by the picturesque country side, and another of the 'rats' (literally) in an office setting. The voice over introduces 'rush hour race', 'big chair race', 'race for money', 'race for fame' and recognitions like 'Employee of the month'. Against each, the rats are shown jostling for these coveted targets, while the Avenger cruises along. The voice over speaks the rider's mind, saying, 'The rat race is yours, and everything else is mine'. The film ends with him saying, 'I feel like God'.
Sumeet Narang, vice president – marketing, Bajaj Auto, said, “We launched three new variants of the Avenger – Cruise 220 and Street 220 and 150 and they have been hugely successful from day one. The bikes not only serve well for daily city commute, but are also perfectly designed to take long weekend and adventure rides with aplomb. Their relaxed riding position, impeccable performance and world class looks have made them a big draw especially with the hard working young professionals. Our interactions with customers revealed their love for weekend escape trips on Avenger. Several Avenger riding communities have also come up which celebrate the feeling of liberation this bike offers. Our brief to Mullen Lintas was to dramatise this sense of liberation but with a context to daily life."
Ayyappan Raj, executive vice president – Mullen Lintas, Mumbai, said, “For the tribe of Avenger riders, ‘Feel Like God’ is a way of life. Which is the reason why we have approached the entire campaign more like a lifestyle brand and not a typical two-wheeler brand. From the digital videos (demonstrating the riding experience) to all the social media engagement and the special rides, we've tried to create a ‘Feel Like God’ experience for the Avenger aspirers. The coming days will see more communication being unveiled that will espouse the cause even further, including the activities planned through our FB page 'Avenger United'.”
Shriram Iyer, national creative director, Mullen Lintas, said, “The campaign attempts to capture the spirit of 'Feel like God'. Again. An idea that originally launched the bike a few years ago, remains as relevant today as it was then. Back then we saw a rider effortlessly forgiving the people who did him wrong. And now, it’s a rider who laughs softly as he imagines the world of men caught in a rat race. He imagines the futility of it all. And as he takes in the road, the sky, the sun and the wind, he ‘Feels like God’. He rises above the everyday. He distances himself from the preoccupations of modern life. He chases nothing; rather, he ‘Feels like God’. The concept came with the added challenge of shooting rats, luckily trained rats. Expert trainers made it look easy. No CG, no effects, just great actor rats."
The film is currently live on digital and will go on air 'soon'.
Client: Bajaj Auto
Agency: Mullen Lintas
Creative: Amer Jaleel, Shriram Iyer, Garima Khandelwal, Satish Sethumadhavan
Account management: Raj Ayyappan, Manish Somani, Ahsan Khan, Pallavi Krishna
Planning: Ekta Relan
Production house: Shouvik Basu
Director: Richard d'alessio
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Watch the film conceptualised by TBWA\India here
Was country head at Thwink Big