Mullen Lintas wins creative duties of Bajaj Avenger; LinTeractive bags digital mandate

The mandate was won as a result of a multi-agency pitch.

Bajaj Auto has appointed Mullen Lintas as the creative agency for its Bajaj Avenger range of bikes. The agency has been awarded the duties for integrated campaigns for Bajaj Avenger and will collaborate with Group company LinTeractive, to create a seamless brand experience across television, print, out-of-home (OOH), web, and mobile (including social media). The mandate was won following a multi-agency pitch.

Sharing his views on the appointment, Sumeet Narang, head of marketing, Bajaj Automobiles, says, "We welcome Mullen Lintas as our brand partners for Bajaj Avenger. We were impressed with its holistic thinking on Avenger that went beyond the conventional approach. We look forward to an infusion of its thinking for developing the next phase of brand Avenger and strengthen our position as pioneers in the leisure biking category."

On being chosen to lead the creative duties for Avenger, Amer Jaleel, chairman and chief creative officer, Mullen Lintas, adds, "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."

Commenting on the brief received from the client for Avenger, Virat Tandon, chief executive officer (CEO), Mullen Lintas adds, “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 Avenger made its debut in India with the 'Feel Like God' positioning about a decade ago. The communication for the brand was executed by Lowe Lintas. Bajaj Auto recently launched its new Avenger range -- The Avenger Cruise 220, Street 220 and Street 150. 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.

Launched on August 1, 2015, Mullen Lintas is a creative agency headquartered in Mumbai with presence in Bengaluru and New Delhi. 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).