Of all the possible days set aside to celebrate or reminisce relationships, Brotherhood Day is one of them.
As a concept, it is rather a low-key and unpractised ritual in India, but September 11th is when the world celebrates Brotherhood Day. For brands, this has been a distant proposition where nothing significant has been attempted to connect with their consumers on this day. But this Brotherhood Day, Bajaj Auto took the lead with its cruiser brand, Avenger, to connect with popular bike brand Royal Enfield, in its category in a unique way.