Bajaj Auto appoints Pitchfork Partners to lead strategic communication mandate

The Mumbai-based agency will handle PR and corporate communication for India’s leading automobile brand

13^th April, 2022, Mumbai: Bajaj Auto, the world’s most valuable two-wheeler and three-wheeler company, has assigned the mandate for handling communication initiatives to Pitchfork Partners Strategic Consulting LLP. Pitchfork Partners will work with Bajaj Auto to elevate its corporate and brand reputation. They will manage Public Relations and Communication for all domestic verticals of the automobile major. This will include all corporate, brand, and product portfolios whilst also supporting thought leadership initiatives for the company. 

In the recent past, Bajaj Auto has been very active in multiple segments in India and abroad. With the recently-launched Pulsar 250, it has introduced a completely new platform for the market-leading Pulsar brand. It has also brought in purposive motorcycles in the premium end of the market with the Dominar 400 Touring Edition and several new products under the KTM portfolio. Earlier this year, Bajaj Auto announced a substantial investment in its upcoming EV plant at Akurdi to harness the rapidly changing customer demand in the two- and three-wheeler segments.

Speaking about the appointment, Narayan Sundararaman, Head of Marketing, Bajaj Auto Ltd, said: “The market for two- and three-wheelers is changing and so is the communication landscape. Pitchfork Partners’ strong credentials clearly indicate their expertise in this changing landscape, and we are pleased to join hands with them. We are positive that Pitchfork’s expertise will play a key role in the success of our communication goals. We see a huge opportunity for the company and Pitchfork has the best credentials to support us in the coming years.”

Pitchfork Partners is a strategy consultancy committed to taking care of clients’ reputations. This is especially important at a time when the COVID-19 pandemic has permanently altered the business landscape, from consumer mobility to media consumption and supply chains. In such a scenario, a brand’s reputation is its strongest asset. To maintain it, therefore, there is an even greater need to ensure positive experiences for stakeholders. This is why Pitchfork Partners specialises in understanding business needs and aligning communication to business goals, championing reputation building, management, and protection. The consultancy sees itself as a reputation warrior, offering bespoke solutions and a team comprising marketing and communication veterans.

Jaideep Shergill, Co-Founder, Pitchfork Partners, added: ‘’We are delighted to partner with India’s largest two-wheeler exporter. Bajaj Auto plays a pivotal role in the automobile sector and has a strong presence across the globe. The company is truly ‘The World’s Favourite Indian’, and we understand its ethos. It is a great opportunity to join hands with Bajaj Auto and work towards building the vision through strategic and insights-driven communication.”

About Bajaj Auto:

With more than 18 million motorcycles sold in over 70 countries, the Bajaj brand is truly ‘The World’s Favourite Indian’. It is India’s No.1 motorcycle exporter with two out of three bikes sold internationally carrying a Bajaj badge. The company is also the world’s largest manufacturer of three-wheelers. Bajaj Auto is the first two-wheeler and three-wheeler company in the world to have reached a market capitalisation of INR one trillion and continues to be the world’s most valuable two and three-wheeler company.