Bajaj Avenger: Ride for Independence

Indian motorcycle manufacturer Bajaj ran a social awareness campaign focused on women's safety to strengthen association between freedom and liberation and its Avenger brand.

Campaign details

Brand: Bajaj AvengerBrand owner: Bajaj Auto Private LimitedLead agency: MullenLowe Lintas Group, IndiaCountry: IndiaIndustries: Motorcycles, bikesMedia channels: Events & experiential, Online video, Social mediaBudget: 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...

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