MUMBAI: Since the demonetisation drive that was announced about a month ago, everyone is busy and caught up trying to find their wealth, namely materialistic wealth, but there is wealth beyond the usual definition that is spread out all around us. The mountains, the streams, the autumn leaves and nature as a whole. This is what the latest Bajaj Avenger film captures.

Commenting on the need for the film, Bajaj Auto marketing VP Sumeet Narang said: “We, as a brand, understand Avenger riders really enjoy and cherish riding and value experiencing outdoors. They seek treasure on either mountain tops or some sunny beaches. When demonetization took the country by storm, we saw the subject of wealth accumulation from the riders’ perspective.” The film, conceptualised by Mullen Lintas Mumbai, highlights the underlying message of #RideDontHide.

Commenting on the film, Mullen Lintas Mumbai EVP Ayyappan Raj said, “Bajaj Avenger has been engaging on social media with topical messaging for almost a year now - from IPL to Social Media Day to Brotherhood Day. And it has worked quite well for the brand. This time, there’s a POV that’s very true to the biker’s attitude/outlook and sincere to the brand belief. How does the Avenger rider look at wealth is the perspective that we’ve brought out in the current context. It’s already got a good response and has received positive comments & feedback.”

Highlighting the creative thought process behind the campaign, Mullen Lintas NCD Shriram Iyer said, “A rider’s wealth is the experiences he collects while riding. Riding brings us closer to the wealth of nature. The current conversation about black money allowed us a powerful context to make this point. Acknowledging the beauty of the world around us will.”

The video film has been launched on online platforms and has received a favourable response from the viewers in a very short span of time.