Bajaj Auto picks Mullen Lintas for bike range

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, 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, chairman and 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.  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.