Campaign details
Brand: Bajaj AvengerBrand owner: Bajaj Auto LtdLead agency: Mullen LintasCountry: IndiaIndustries: Motorcycles, bikesMedia 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...