Indian motorbike brand questions patriotism and overuse of plastic in campaign from Mullen Lintas

Tackling plastic pollution and token patriotism are the central themes behind a campaign from Mullen Lintas Mumbai for Indian motorbike brand Bajaj Avenger.

The online campaign, ##NoPlasticPatriotism, features a motorcyclist who shuns the offer of plastic flags that are traditionally dished out on Independence Day, August 15.

The 90-second spot ends with the traveller picking up a mass of rubbish – including plastic flags – that have been discarded after an Independence Day celebration.

Mullen Lintas and Bajaj Auto said the film is a warning about the indiscriminate use of plastic and the increasing amount of tokenism “that has crept into our celebrations during Independence Day”.

“Avenger stands for liberation. We felt we could offer a reality check to the nation on a day that stands for liberation, urging citizens to live the essence of Independence Day by taking steps to free India from plastic pollution” said Bajaj Auto marketing vice president Narayan Sundararaman.

Mullen Lintas chairman Amer Jaleel said the campaign questions what it means to be a true patriot.


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