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Bajaj repositions Pulsar; unveils new campaign

13-April-2007
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Bajaj repositions Pulsar; unveils new campaign

Bajaj Auto has unveiled its new campaign for the 200 cc Pulsar DTS-i. The new 90-second TVC, revolving around the ‘free biking’ concept, repositions Bajaj Pulsar. The commercial is the brainchild of Abhijit Avasthi, Group Creative Director, O&M. Malaysia-based production house Planet Films has handled the production, while Al-Farooqui has directed it. The media agency handling the campaign is Bajaj’s AoR Insight.

The campaign seeks to redefine biking in India and elevate its performance benchmarks. Officials at Bajaj informed that the budget of the campaign is Rs 2 crore.

Amit Nandi, GM-Marketing, Bajaj Auto, said, “At Bajaj, we believe in continuously redefining the biking experience. With the Pulsar 200, we want to take biking to another orbit through a distinctive product and communication. The concept of ‘free biking’ is as discontinuous as the product, and we are sure our customers will like it as much as we do.”

Nandi explained that Pulsar functions its strategy on two legs — female attraction and performance base. He explained, “We introduced Pulsar in 2001 and it’s been now seven odd years since it entered the sporty segment of bikes. In the recent past, we have focussed on the second leg, which is performance. We have always made efforts in defining biking in India.”

Explaining that the concept of free biking was picked up from the Olympic sport ‘free running’, Avasthi said, “The actual challenge was to bring justice to the machine. We gave a naughty male and female angle in the commercial. That was one concept, while the other concept of ‘free biking’ is an inspiration from the Olympic sport of ‘free running’.”

Set to pulsating Arabian music in the calm sylvan of Havana, Cuba, the commercial entails a dramatic, although a realistic journey of two bikers as they negotiate the back lanes in order to avoid a massive traffic jam that stands in their path. They constantly look for new routes, no matter how impossible they seem.

Avasthi explained further, “We used the concept of free biking because as a biker, one wants the thrill of riding onto a bike without any breaks or stops. It is all about just running as the brand has everything geared in place.”

The brand will take the 360-degree route with outdoors, print and on-ground activities. Nandi informed about another upgraded version of Pulsar 220 cc, which has already been partially launched in the country, like in Pune.

Avasthi added, “The art direction — with the right colours, textures, murals, interesting people, cars of the distinct make and style on Cuban roads, a room with furniture befitting a Cuban home — has a certain grit and grunge feel that makes the film more interesting, and connects with the performance biker.”

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