Riding the wave of successful campaigns for Bajaj Avenger, Mullen Lintas Mumbai has conceived a new campaign for the brand.
The campaign idea takes on the daily grind, the rut, the routine of life, and how one gets lost in doing the ‘right’ things. Tactfully using hands as a metaphor, the campaign draws a contrast over the hands that were once free and graced the handlebars of the Avenger with the hands that now carry shopping bags or hold laptops – everything that is presumed ‘right’. Using this visual metaphor, the campaign encourages breaking away from the everyday rut, freeing the rider whose hands now return to being curled around the handlebar, taking the idea of liberation forward.
Creatives: Prasad Venkatraman, Garima Khandelwal, Azazul Haque, Ripanka Kalita, Ashwin Joharapurkar
Client: Narayan Sundararaman, Shardul Mujumdar, Suraj Nair
Account Management: Vikas Mehta, Priya Balan, Harsh Shah, Bhavi Gala
Planning: Ekta Relan
Production: Arun Gopalan, Zina Khan, Satyajit Ganu