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Mullen Lintas bags Bajaj Avenger’s creative duties
MUMBAI: Bajaj Auto has appointed Mullen Lintas as the creative agency for its Bajaj Avenger range of bikes.
Mullen Lintas has been given the mandate for integrated campaigns for Bajaj Avenger and would collaborate with group company LinTeractive, to create a seamless brand experience across the entire eco system including television, print, OOH, web and mobile (including social media).
Bajaj Automobiles head of marketing Sumeet Narang said, “We welcome Mullen Lintas as our brand partners for Bajaj Avenger. We were really impressed with their holistic thinking on Avenger that went beyond the conventional approach. We look forward to an infusion of their thinking for developing the next phase of brand Avenger and strengthening our position as the pioneers of the leisure biking category.”
Mullen Lintas chairman and CCO Amer Jaleel added, “It’s a lovely feeling for us to work with a great brand like Bajaj. Avenger is one bike that clearly stands apart in the sea of sameness. It is an important and premium brand for Bajaj and we are delighted to have been entrusted with the task of growing it to even higher levels. It’s a big high for us at Mullen Lintas.”
Bajaj Auto recently launched its new Avenger range – The Avenger Cruise 220, Street 220 and Street 150. The new Avenger series redefines the cruiser bike segment to offer unmatched international styling and cruising comfort.
On the brief received from the client for Avenger, Mullen Lintas CEO Virat Tandon said, “Bajaj’s brief to us was to show them how we would relaunch the new Avenger bikes and grow the franchise significantly in numbers. We believe we’ve managed to display to the client how we will not just launch the new bikes, but also create a following for this new tribe of Avenger riders.”
MUMBAI: BigTrunk Communications, an integrated digital marketing agency known for driving brand transformations across industries, has been awarded the digital marketing mandate for Soframycin, one of India’s most trusted antiseptic cream brands from the EncubeEthicals portfolio. With this collaboration, Soframycin makes its debut into the digital space, aiming to amplify its presence across India through compelling social media narratives and data-led campaigns. BigTrunk will lead the brand’s digital strategy and execution, with a focus on connecting Soframycin’s legacy of trust with today’s health-conscious and digitally engaged audience.
Soframycin has been a household name for generations, widely recognized for its efficacy in treating cuts, burns, and wounds. Backed by the scientific rigor and pharmaceutical expertise of EncubeEthicals, a pharmaceutical powerhouse since 1998, the brand benefits from the expertise of over 1,400 professionals, including more than 200 R&D specialists and a robust team of quality experts. With a presence in over 50 countries, Encube’s commitment to excellence in topical formulations adds deep credibility to Soframycin’s legacy. Now, as the brand enters the digital space, BigTrunk Communications will lead the charge in reimagining Soframycin’s story—creating modern, relatable digital experiences that stay true to its heritage.
“As we take Soframycin into its next chapter of growth, embracing digital media is not just a strategy but a necessity. We wanted a partner who could translate our scientific credibility into engaging, relatable content for today’s audience,” said Soframycin vice president – marketing, Ajay Rawal. “BigTrunk’s deep understanding of healthcare communications and digital behavior makes them the ideal partner to build meaningful narratives around wound care, trust, and wellbeing.”
“Soframycin is more than a product—it’s a legacy deeply rooted in care and science,” added BigTrunk Communications founder & managing director Bharat Subramaniam. “We’re excited to take on this responsibility of guiding a heritage brand into the digital world. Our focus will be on creating contextual storytelling and purpose-driven campaigns that bring Soframycin closer to Indian families, both old and new.”
