Bajaj Auto has launched a film for its cruiser Avenger commemorating ‘Brotherhood Day’, which we learn fell on 11 September. The film was conceptualised by Mullen Lintas.
Set against a long ride, the film features two bikers and opens with a super announcing the day as 11 September, ‘Brotherhood Day’. As they emerge from a stopover in the midst of barren mountains, a voice over says, ‘A day to forget our differences’. One of the riders is on a Royal Enfield. The voice over continues, ‘To ride alongside, on roads and off roads’ as the riders take on the wild terrain, side by side. They traverse many lands, wet and dry, before the voice over surmises, ‘Today, we ride as one’, as the second biker’s vehicle is revealed to be an Avenger. The film ends with the ’Happy Brotherhood Day’ message and the brand’s signature sign off: ‘Feel Like God’.
Amer Jaleel, chairman and CCO, Mullen Lintas, said, “As a brand we (Avenger) are about ‘liberation’. Biking as mental unshackling. So we look for subjects around that. For this piece we felt that a ’warm and cheeky’ tonality that captures the relationship between brothers, biking brothers and brand brothers, makes for a very evolved POV for our brand.”
Client: Bajaj Auto
Brand: Bajaj Avenger
Agency: Mullen Lintas
Chairman and CCO: Amer Jaleel