Mullen Lintas wins creative mandate for Bajaj Avenger

Mullen Lintas Logo-01Mumbai: 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).

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.”

mullen
mullen

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 TandonOn 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.

About Mullen Lintas:

Launched on August 1, 2015, Mullen Lintas is a creative agency headquartered in Mumbai with presence in key cities of Bangalore & New Delhi. The agency understands that a great brand needs a great narrative that flows seamlessly through screens, experiences, shopping environments and conversations. Mullen Lintas is born ahead of the curve and intends to remain a mashup of the enduring and the emerging. It intends to partner brands whose reality or ambitions are driven by a passionate pursuit of leadership. The agency is equipped to put brands at the centre of the touch-point universe.

Mullen Lintas is a part of MullenLowe Lintas Group, India; one of the largest country operations of the MullenLowe Group (part of the Interpublic Group of Companies (NYSE: IPG). It has operating divisions in advertising (Lowe Lintas, Mullen Lintas), activation (LinEngage), design (dCell), digital (LinTeractive), brand consulting (LinConsult), motion picture (LinProductions), healthcare marketing (LinHealth) and PR (GolinOpinion) that manage 300+ clients. With a talent pool of over 900 people across 7 cities in India, MullenLowe Lintas Group currently manages more brands amongst the Top 10, Top 20, Top 50 and Top 100 of AC Nielsen-Brand Equity’s India’s Most Trusted Brands (2013 and 2014), than any other agency in India. In February 2015, MullenLowe Lintas Group was ranked the No. 1 creative agency in the world in effectiveness by the World Advertising and Research Council’s report, WARC 100.

To know more about MullenLowe Lintas Group, visit us at www.mullenlowelintas.in or follow MullenLowe Lintas Group on Twitter, Facebook, LinkedIn or YouTube

About LinTeractive:

LinTeractive is one of the youngest and the fastest growing digital agencies in India with offices in Mumbai, Delhi and Bangalore. The agency helps businesses connect with customers through ‘On & Offline’ solutions that are brought to life using best-in-class and latest technologies. It today partners some of India’s leading businesses such as Dabur, Godrej HIT, Karvy, eBay India, Turkish Airlines, Woodland and many more in their path to digital transformation.

 

LinTeractive is a part of MullenLowe Lintas Group, India; one of the largest country operations of the MullenLowe Group (part of the Interpublic Group of Companies (NYSE: IPG). The Group has operating divisions in advertising (Lowe Lintas, Mullen Lintas), activation (LinEngage), design (dCell), digital (LinTeractive), brand consulting (LinConsult), motion picture (LinProductions), healthcare marketing (LinHealth) and PR (GolinOpinion) that manage 300+ clients. With a talent pool of over 900 people across 7 cities in India, MullenLowe Lintas Group currently manages more brands amongst the Top 10, Top 20, Top 50 and Top 100 of AC Nielsen-Brand Equity’s India’s Most Trusted Brands (2013 and 2014), than any other agency in India. In February 2015, MullenLowe Lintas Group was ranked the No. 1 creative agency in the world in effectiveness by the World Advertising and Research Council’s report, WARC 100.

To know more about MullenLowe Lintas Group, visit us at www.mullenlowelintas.in or follow Mullen Lowe Lintas Group on Twitter, Facebook, LinkedIn or YouTube

1