Mumbai: Bajaj Auto, the two-wheeler and three-wheeler company, has assigned the mandate for handling communication initiatives to Pitchfork Partners Strategic Consulting LLP.  The agency will manage PR and communication for all domestic verticals of the automobile major.

"As a part of this alliance, Pitchfork Partners will work with Bajaj Auto to elevate its corporate and brand reputation. This will include all corporate, brand, and product portfolios whilst also supporting thought leadership initiatives for the company," said the statement.

With the recently-launched Pulsar 250, Bajaj Auto 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, the company 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.

“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," said Bajaj Auto head of marketing Narayan Sundararaman. "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.”

"Bajaj Auto 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,” added Pitchfork Partners co-founder Jaideep Shergill.