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Mullen Lintas wins creative mandate for Bajaj Avenger

by MN4U Bureau
February 17, 2016
in Advertising, Featured
Reading Time: 2 mins read
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Mullen Lintas wins creative mandate for Bajaj Avenger

Mullen Lintas wins creative mandate for Bajaj Avenger

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Mumbai: India’s leading two-wheeler brand Bajaj Auto has appointed Mullen Lintas as the creative agency for its popular Bajaj Avenger range of bikes. Mullen Lintas has been given the mandate for integrated campaigns for Bajaj Avenger and would collaborate with group company LinTeractive, to create a seamless brand experience across the entire eco system including television, print, OOH, web and mobile (including social media).

Sumeet Narang Bajaj Auto
Sumeet Narang

Sharing his views on the appointment, Sumeet Narang, Head of Marketing, Bajaj Automobiles said, “We welcome Mullen Lintas as our brand partners for Bajaj Avenger. We were really impressed with their holistic thinking on Avenger that went beyond the conventional approach. We look forward to an infusion of their thinking for developing the next phase of brand Avenger and strengthening our position as the pioneers of the leisure biking category.”

Amer Jaleel Lowe
Amer Jaleel

On being chosen to lead the creative duties for Avenger, Amer Jaleel, Chairman & CCO of Mullen Lintas, said, “It’s a lovely feeling for us to work with a great brand like Bajaj. Avenger is one bike that clearly stands apart in the sea of sameness. It is an important premium brand for Bajaj and we are delighted to have been entrusted with the task of growing it to even greater levels. It’s a big high for us at Mullen Lintas.”

Bajaj Auto recently launched its new Avenger range – The Avenger Cruise 220, Street 220 and Street 150. The new Avenger series redefines the cruiser bike segment to offer unmatched international styling and cruising comfort. The Cruise 220 retains the classic cruiser comfort and looks while the all new Avenger Street range is designed for easy city riding and is based on the international Sportster format. Bajaj is fully focussed on continuously improving its core competencies in all functions and working together with its consumers to make the ride worthwhile.

Virat Tandon Mullen Lintas
Virat Tandon

On the brief received from the client for Avenger, Virat Tandon, CEO – Mullen Lintas said, “Bajaj Avenger is the original cruise bike that was responsible for creating the category in India. Today, as the leisure biking category is coming into its own, we believe it’s the right time to grow the Avenger franchise by creating a following for this new tribe of Avenger riders.”

To recap, Bajaj Avenger made an iconic debut in India with the ‘Feel Like God’ positioning about a decade ago. The communication for the brand was executed by Lowe Lintas, which further went on to accomplish many milestones for Bajaj Avenger in India. Now as the brand revisits its connect with the Indian populace, it hopes to weave a similar magic with its new communication and be an instant hit with the consumers.

Tags: Amer Jaleel Chairman & CCO of Mullen LintasBajaj AutomobilesLinteractiveMullen LintasMullen Lintas wins creative mandate for Bajaj AvengerMullenLowe Lintas GroupSumanta GangulySumeet NarangThe Avenger Cruise 220Virat Tandon

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