Mullen Lintas bags Bajaj Discover's creative mandate

Bajaj Auto has appointed Mullen Lintas to handle the creative duties for their motorcycle brand Discover 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. Mullen Lintas bagged the account following a multi-agency pitch.

Speaking about the win, Virat Tandon, CEO, Mullen Lintas, says, “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.”

This is the second win for the agency from Bajaj's portfoilio after Bajaj Avenger. 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.

Commenting on the association, Sumeet Narang, vice president – marketing, Bajaj Auto, says in a company statement, “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.”