Bajaj Avenger urges fans to ride and acknowledge true wealth

15 Dec,2016

By A Correspondent


Bajaj Auto has unveiled a new campaign that urges Indians to discover true wealth (and not just the materialistic stuff that has come to the fore post-demonetisation). Commenting on the need for the film, Sumeet Narang, VP Marketing, Bajaj Auto Ltd said: “We, as a brand, understand Avenger riders really enjoy and cherish riding and value experiencing outdoors. They seek treasure on either mountain tops or some sunny beaches. When demonetisation took the country by storm, we saw the subject of wealth accumulation from the riders’ perspective.”


The film, conceptualised by Mullen Lintas Mumbai, highlights the underlying message that it seeks to convey, namely #RideDontHide. It begins with a statement on the immense wealth that the protagonist, or rather the rider, possesses as he makes his way across amazing trails in the country. Agreeing that his wealth is stashed away across many places, he makes his way to those locations much to the curiosity of the viewers. He eventually leads viewers to the natural wealth that’s abundantly available like the greenery, blue waters, bright yellow leaves, white snow etc. He eventually confesses that he is indeed wealthy beyond measure but none of it is black. Thus every ride that one embarks on makes him richer; richer by newer experiences.


Commenting on the film, Ayyappan Raj, EVP-Mullen Lintas Mumbai said, “Bajaj Avenger has been engaging on social media with topical messaging for almost a year now – from IPL to Social Media Day to Brotherhood Day. And it has worked quite well for the brand. This time, there’s a POV that’s very true to the biker’s attitude/outlook and sincere to the brand belief. How does the Avenger rider look at wealth is the perspective that we’ve brought out in the current context. It’s already got a good response and has received positive comments & feedback.”


Highlighting the creative thought process behind the campaign, Shriram Iyer, NCD, Mullen Lintas said, “A rider’s wealth is the experiences he collects while riding. Riding brings us closer to the wealth of nature. The current conversation about black money allowed us a powerful context to make this point. Acknowledging the beauty of the world around us will.”




About Mullen Lintas:

Launched on August 1, 2015, Mullen Lintas is the new creative agency offering from MullenLowe Lintas Group.It is 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.


MullenLowe Lintas Groupis 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), design (dCell), PR (GolinOpinion), brand consulting (LinConsult), experiential marketing & activation (LinEngage),video content (LinProductions), digital marketing (LinTeractive) 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. MullenLowe Lintas Group was also ranked the No. 1 creative agency in the world in effectiveness by the World Advertising and Research Council’s report, WARC 100 for two consecutive years (2015-2016). Recently, the group was declared the Effie Agency of the Year for 2015 in India & also the APAC Effie Agency of the Year 2016.


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


For further information, please contact: 

GolinOpinion                                                  MullenLowe Lintas Group

Aparna Mehrotra                                          Johnson Napier

+91 9969623947                                            +91 9892981600   


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