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 Lintas and LinTeractive, both part of the Mullen Lowe Lintas Group, would collaborate to create on and offline campaigns for the brand for platforms including television, print, OOH, web and mobile (including social media).
Speaking on the win, Amer Jaleel, Chairman & CCO, 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 and premium brand for Bajaj and we are delighted to have been entrusted with the task of growing it to even higher 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.
On the brief received from the client for Avenger, Virat Tandon CEO, Mullen Lintas said, “Bajaj’s brief to us was to show them how we would relaunch the new Avenger bikes and grow the franchise significantly in numbers. We believe we’ve managed to display to the client how we will not just launch the new bikes, but also create a following for this new tribe of Avenger riders.”
Bajaj is fully focussed on continuously improving its core competencies in all functions and working together with its consumers to make the ride worthwhile.
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.
Adding his views on this achievement, Narang said, “The genuine cruiser segment has steadily grown over the years with the Avenger as the torch bearer. With the addition of the all new Street 220 & 150, we have been able to significantly expand the cruiser segment in the country. With the new Avenger models joining the immensely successful Pulsar range, Bajaj Auto has strengthened its offerings to discerning customers in the Indian market, and reinforce Bajaj Auto’s leadership in the premium motorcycle segment.”
