Campaign details

Brand: Bajaj Avenger
Brand owner: Bajaj Auto Ltd
Lead agency: Mullen Lintas
Country: India
Industries: Motorcycles, bikes
Media channels: Content marketing, Newspapers, Social media, Television

Market background and cultural context

Two-wheelers in India were always seen as an affordable commuting motor. The ones who couldn't afford a car bought a two-wheeler. The more youth-spirited bought a motorcycle. The rest bought a scooter.

However, the last decade saw a mindset shift. As the growth story of India unfolded, the country saw the emergence of new desires and the roads saw new riders: the new youth.

Motorcycles were no longer the cheaper automobile or just the vehicle of the younger ones; they became the vehicles of experience suckers and attitude riders. Bikes, open roads, leather, mountains, everything became cooler. The motorbike became the rider's identity. The cruiser segment started booming. The internet and media fuelled this lust for experiences. To leverage this, Bajaj Auto decided to relaunch its cruiser bike Avenger, after 10 years.

Re-igniting the engine