Synopsis of the Campaign:
Republic Day celebrates the glory of this nation and the parade at Rajpath is symbolic of this day in the minds of all Indians. The parade showcases the various armed forces, the states and our cultures. One other important aspect of this country is the nature and outdoors.
Bajaj Avenger as a brand used this opportunity to interestingly showcase and honour our great outdoors and the wildlife that is found in the country, thus urging riders to celebrate this day by exploring this great republic.
Objective:
Bajaj Avenger as a brand stands for liberation. As in our previous campaigns, the objective of this campaign was to reinforce this brand message. And we saw Republic Day as an interesting opportunity to communicate this.
Insight:
Republic Day celebrates the glory of this nation and the parade at Rajpath is symbolic of this day in the minds of many Indians. The parade showcases the strength, might, culture and the many different aspects of this great republic.
We found one such aspect of the nation that links well with the brand essence and created the campaign around it.
Idea:
Stemming from the above insight and given that Avenger is all about riding out and exploring newer worlds. The idea was to celebrate this day by showcasing our great outdoors and wildlife, thus urging riders to head out and find their own parade.
Team credits:
Agency – Mullen Lintas, Mumbai
Creative Team – Amer Jaleel, Shriram Iyer, Satish Sethumadhavan, Garima Khandelwal
Account Management – Ayyappan Raj, Ahsan Khan and Anchal Shah
Production House – PH – crazy few films
Director- Sharat Kumar
Client – Sumeet Narang, Shardul Mujumdar, Mohit Handa
