Bajaj Auto recently celebrated 18th anniversary of its iconic brand Pulsar with the launch of a 360° integrated campaign.
Launched in October 2001, Pulsar has successfully completed 18 years of thrilling India and world alike. This marks a significant milestone in Pulsar’s journey which has remained a market leader since inception. It is a momentous occasion not just for Bajaj and the Indian motorcycle industry but a proud moment for India: a product designed and developed in India is a bestseller and world-beater. Since its launch in 2001, 1.2+ CR units of Bajaj Pulsars have been sold globally in 65+ countries.
The Pulsar range now extends all the way from 125cc to 220cc. The brand currently commands a market share of 40% in the sports motorcycle segment in India.
Pulsar has always been positioned as the ‘Thrill machine’. The campaign showcases journey of a Pulsar customer who is obsessed with maximizing thrilling moments in his life, while clearly announcing the milestone for the brand.
Commenting on the occasion, Mr. Narayan Sundararaman, Vice President (Marketing) – Motorcycles, said: “It’s a proud moment for Bajaj Auto to see one of our most successful brands turn Eighteen. The Pulsar range has received many accolades over the years and is probably the most celebrated bike in Indian automobile history. At the time of launch Pulsar created a new segment called ‘Sports Biking’ in Indian motorcycling and redefined riding for the youth, a testimony to the company’s engineering prowess and vision of keeping the brand relevant with changing times.”
He further added: “The new campaign showcases the thrill and adventure that every Pulsar rider craves for. All iconic brands evolve with times and so will Pulsar, as we continue to enthral the motorcycle enthusiasts all over the world.”
Commenting on the campaign, Sukesh Nayak, Chief Creative Officer, Ogilvy India, said: “With Pulsar turning 18, we decided to tell the story of a Pulsar rider, from the time he is born. The film tracks the journey of a boy that is probably the story of almost each one of us. From the time we learn to walk, how we start seeking thrills every single day. The naughty kid who can’t wait to turn eighteen so he can get his license and his hands on the ultimate thrill machine, the Pulsar. The answer to all our thrill-seeking needs.”
Bajaj Auto has also kept the buzz alive through experiential events like Pulsar Mania. The company currently sells Pulsars in RS200, NS200, NS160, 220F, 150, 150 Twin Disc, 125 Neon, 150 Neon and 180F Neon variants.
Links to the campaign
TVC- 45 Main: https://www.youtube.com/watch?v=G-r7rDLAoy8
Digital film 1- Unstoppable: https://youtu.be/-V4C_YXTcBk
Digital film 2- Wing Man: https://youtu.be/zQAXPz3wfM4
Digital film 3- Leaving a Mark: https://youtu.be/b9ArnEW-JK4