Bajaj Avenger: Building a godly commune

Bajaj Auto reintroduced its Bajaj Avenger, a cruiser motorcycle, in India with a social media and content-based campaign.

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...

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