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Bajaj Avenger: Ride To Roboot
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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.
Client: Narayan Sundararaman, Shardul Mujumdar, Suraj Nair Related
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