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Mullen Lintas wins Bajaj Discover account

Sumeet Narang, Vice President – Marketing, Bajaj Auto
Sumeet Narang, Vice President – Marketing, Bajaj Auto

Bajaj Auto has appointed Mullen Lintas to handle the creative duties for their motorcycle brand Discover in India. This will be the second Bajaj account win for the agency, after Bajaj Avenger, which is also part of their current client portfolio. 

Mullen Lintas bagged the account following a competitive multi-agency pitch that saw participation from some of the leading advertising agencies in India. The account will be managed by the agency’s Mumbai office who will be responsible for strategising, planning and execution of the campaigns. 

Sumeet Narang, Vice President – Marketing, Bajaj Auto, said, “Discover competes in the core commuter segment of prestige 100 and 125cc bikes. The segment is very competitive and marked with different brands offering value, practicality, familiarity or prestige. Discover differentiates itself from all other brands by promising an energised riding experience that rejuvenates life. Presenting this promise in a customer relevant and insightful communication is very critical.” 

Virat Tandon, CEO, Mullen Lintas
Virat Tandon, CEO, Mullen Lintas

Commenting on the win, Virat Tandon, CEO, Mullen Lintas, said, “Discover is a very important part of the Bajaj Auto portfolio and we are absolutely thrilled to be awarded this business by client. The challenge is to rekindle the love and the following that Discover has had in the past and to grow it multi-fold. It's going to be a fun ride.” 

Interestingly, Bajaj Discover was handled by Lintas for many years in the past and Amer Jaleel, Chairman and Chief Creative Officer, Mullen Lintas, had worked on the brand extensively then. 

Amer Jaleel
Amer Jaleel

Amer Jaleel said, “With the Discover win, both of my favourite Bajaj brands (while at Lowe Lintas), that is Discover and Avenger, are now back in the fold, so to speak. We have a very interesting brand promise on Bajaj Discover and we are excited by the challenge of this segment and happy to be on board with such encouraging and respectful partners as Bajaj.” 

Fully loaded with premium features like a distinctive DRL, digital display, new graphics and combined with a more powerful engine and superior suspension, the new Bajaj Discover adds a lot of zest into an otherwise neglected and boring commute segment.

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