MAM
New Bajaj Discover campaign celebrates the boy in every man
MUMBAI: Discover, from India’s leading two-wheeler brand – Bajaj Auto, has released a new campaign conceptualised by Mullen Lintas. Bajaj Auto had recently re-launched the Discover with an upgraded Discover 125, and an all-new Discover 110. The campaign went live from 1 February and will be visible on television, print, outdoor and digital.
Bajaj Auto Marketing VP Sumeet Narang said, “Discover is our brand which offers an energetic and spirited riding experience to daily commuters. It differentiates itself from the rest of 100-125cc commuter brands by offering a more fun bike to our customers who see themselves as hard working family men burdened with responsibilities. Finding relevance for Discover’s promise of performance was critical. Immersions with family men between 30-40yrs in large and small towns helped us arrive at the brand insight of how the boy in every man is always alive. Discover’s spirited riding can help him come out, once in a while.”
The new Discover carries forward that legacy of exciting performance with an all-new long-stroke engine. It also has the additional advantage of exciting looks with first-in-class LED DRLs, first-in-class digital instrument display panel, all new stylish graphics, and a host of other style and performance upgrades. The new campaign shows how an exciting ride on the new Discover makes you as ‘zindadil’ as in your younger days.
Mullen Lintas EVP Ayyappan Raj said, “It’s quite an important and significant campaign for us, considering the task of reintroducing brand Discover. The brief from the brand team was about how the new Bajaj Discover with stylish features, and powerful engine bring out the youthfulness in the rider and that’s exactly what we have managed to capture with ‘Bano Zindadil’. There are a lot of activities planned across media, ensuring this idea travels to a larger audience.”
The song in the film, “Behti Hawa” from the movie 3 Idiots interestingly stirs the youthful memories in an office-goer. The communication captures the emotions that the rider goes through while enjoying the experience of his new Bajaj Discover.
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AD Agencies
Omnicom Advertising Asia assembles new regional leadership team
The group is betting that a blend of creative talent, cultural intelligence and AI-driven data can help brands stay relevant in the world’s most complex marketing region.
Asia has long been the market that humbles the overconfident. Omnicom Advertising Asia is determined not to be among them.
The group announced on Monday the formation of a new regional leadership team of six senior executives, reporting to Sean Donovan, president of OA Asia. The structure is designed to help brands navigate a fragmented, fast-moving consumer landscape and build what Donovan calls “long-term cultural relevance” — the kind that survives a news cycle, a platform shift and an algorithm update.
The team
The six appointments span creativity, innovation, strategy, intelligence, business development and marketing, covering the full arc from brand idea to commercial outcome.
Peter Khoury takes on the role of chief creative officer for OA Asia, Melissa Daniels becomes chief innovation officer, and Emmanuel Sabbagh steps up as chief strategy officer. All three take on expanded regional responsibilities while retaining their leadership positions at TBWA\Singapore.
Andreas Krasser broadens his remit to chief client partner for OA Asia, continuing simultaneously as chief executive of OA Hong Kong. Ellie Brocklehurst joins as chief growth and marketing officer, drawing on her previous stint as chief marketing officer for Asia at TBWA. Rounding out the team is S. Subramanyeswar, known in the industry as Subbu, who was appointed chief knowledge officer for OA Asia alongside his role as chief strategy officer of OA India, a position that followed the close of Omnicom’s acquisition of IPG.The pitch
The team will work in close collaboration with leadership across TBWA, McCann and BBDO throughout the OA Asia network, with a brief to cut through the noise of today’s consumer landscape and deliver creative solutions that, in the group’s framing, prove short-term performance while building long-term brand health.
Underpinning the new structure is OMNI, Omnicom’s AI-driven marketing intelligence platform. The platform draws cultural intelligence from across the group’s agency brands, with the stated aim of ensuring that data is not merely accurate but grounded in context — reflecting how people actually think, feel and behave, rather than how a spreadsheet might prefer them to.
Donovan frames the proposition in straightforward terms. “Asia is one of the most complex regions for marketers, but the opportunity here is immense,” he says. “We’ve built a team that simplifies the landscape, combining top talent with an Asia-first, future-focused mindset, and unprecedented access to resources.” The model, he adds, is designed to be plug-and-play, responding to client needs in collaboration with agencies and markets across the region. “More than expertise, it’s about giving clients the perspective, ambition and access to think beyond the next campaign.”
The new structure also strengthens connections across the broader Omnicom family, including its media, production and PR operations — a post-acquisition suite of capabilities that the group is evidently keen to deploy as a single, coherent offering.
In a region where consumer attention is fractured across dozens of platforms, languages and cultures, the real test will not be the org chart. It will be whether six smart people with the right tools can actually make brands matter. Omnicom is putting its money on yes.
