Campaign details

Brand: Bajaj Avenger
Brand owner: Bajaj Auto Private Limited
Lead agency: MullenLowe Lintas Group, India
Country: India
Industries: Motorcycles, bikes
Media channels: Events & experiential, Online video, Social media
Budget: Up to 500k

Executive summary

Indian culture gives women a respectable position, treats them like goddesses. However, there are more than 100 rapes every day in India (as per the National Crime Records Bureau).

India is registering a gradually growing interest in motor biking from women. Riding motorbikes gives them a sense of freedom, but safety on highways and roads is a big worry. Additionally, no motorbike brand in India had even acknowledged women. Motorbike brands in India have been predominantly male-focused and machoism has been the overarching theme.