The 'boy' Bajaj Pulsar turns into a 'man'

Bajaj Auto has released a campaign to celebrate 18 years of its Pulsar which has been conceptualised by Ogilvy.

 

The Pulsar had launched with a campaign titled 'definitely male'.  This campaign consists of a TVC which shows the journey of a young boy who seeks thrills. As he turns 18, his latest thrill is the Pulsar. 

 

Narayan Sundararaman, VP, Bajaj Auto, said, “Over the years, brand Pulsar has grown from strength to strength to become one of the fastest-growing motorcycle brands in the country. Pulsar turning 18 is a big moment not just for Bajaj or the Indian motorcycling industry but a proud moment for India itself. The motorcycle that every 18-year-old dream of owning and riding turns 18 to stamp with authority the fact that a product designed and developed in India can and is a noted bestseller and world-beater.”

 

Piyush Pandey, worldwide CCO and executive chairman India, Ogilvy, said, “We launched Pulsar with the tagline ‘definitely male’ in 2001. This has remained unchanged for 18 consecutive years, something unique and a testimony to the enduring nature of Pulsar’s appeal across generations of riders. With the Pulsar’s birth, we saw a future for the brand as a brawny masculine man thus the only line uttered in the launch ad was ‘it’s a boy’. I’m glad to see this ‘boy’ turn into a thrill-loving 18-year-old ‘man’.” 

 

Sukesh Nayak, CCO, Ogilvy West, added, “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.” 

 

Credits:

 

Client: Bajaj Auto

Brand: Pulsar

Client Team:VP - marketing: Narayan Sundararaman, VP Marketing

Category head - DGM two-wheeler marketing: Shardul Mujumdar,

Brand manager: Shardul Verma

 

Creative agency: Ogilvy

 

Account management:

Office leader, Ogilvy West: VR Rajesh

SVP: Roopesh Shah

Management supervisor: Robin Abraham

Account director: Narendra Tiwari

Account supervisor: Bhavika Bedi

 

Account planning:

 

Head of strategic planning, Ogilvy West: Ganapathy Balagopalan

SVP: Srinivas Madala

Planning director: Aakash Singh

 

Creative team:

 

CCO - Ogilvy West: Sukesh Nayak

Group creative director: Hemal Jhaveri

Creative directors: Sundar Sharma and Vivek Jadhav

Copy supervisor: Prasanna Bhave