Bajaj pulls a tough stunt in new TVC

In a bid to attract sports bikers, the brand's latest commercial features the Kangaroo stunt performed on the stylish new range of Pulsars

e4m by Ankur Singh
Updated: Sep 12, 2014 8:17 AM
Bajaj pulls a tough stunt in new TVC

Bajaj TVCs have always resonated with its consumers. With Pulsar 220, it flagged off the revamped popular 'Hamara Bajaj' campaign to target men with families. It partnered with reality TV shows to grab attention for Avenger and Pulsar. After a long hiatus, the two-wheeler manufacturer is back with  'Dressed to Thrill.'

The campaign, conceptualised by creative agency Mio, showcases the stunning new looks of the Pulsar range. The commercial was first launched on the brand’s Facebook page.

The new-look Pulsar was unveiled in April and the commercial aims at capturing the sports biker's fancy. Based on the response that the 200NS dual tone received, the brand claims to have painted the entire Pulsar range with vibrant combinations of this energy.

Commenting on the launch of new range of Pulsars with two-tone colours and the new communication, Sumeet Narang, VP (Marketing), Bajaj Auto said, “We are confident that the new avatars of Pulsar will appeal to the new-age biker, who is seeking a bike that not only offers great technology, but also unparalleled aesthetics. The television commercial showcases the new looks and acknowledges its inspiration."

The 45-second commercial features two Pulsars on the road. The riders perform various stunts, and the bikes emit colours and morph to don a new look. They are joined by a third biker, with a young man riding pillion. The tempo of transformation picks up, in sync with the soundtrack. The film ends with the voice over, “The machines have evolved to match your style. The new look Pulsars. Dressed to thrill.”

Watch the video here:

Makers speak

Albert Pereira, Co-founder and Chief Digital Officer at Mio, said, “The brief was simple and direct. We had to highlight the variants across the range and showcase the new dual colours. The inspiration came from Pulsar's key advocates, the ‘Pulsar maniacs’. The film is truly an ode to Pulsar’s greatest fans. In addition to this, the communication needed to engage the audience and drive advocacy online. This was in line with their earlier campaigns and Bajaj Pulsar’s DNA.”

Pereira further said: “The commercial has the trademark Pulsar high-octane energy with the stunts going a step further to portray the rider’s style merging with his machine, The ad showcases, for the first time, an extremely difficult-to-perform and capture, ‘Kangaroo’ stunt. In the 45-second TVC, Pulsar’s white variant (which is contrary to the usual black bikes from Pulsar) is seen for the first time. To lay emphasis on individual colour variants, there are three slickly designed 15-seconders that will make their appearance on air shortly.”

Experts speak

According to Ashish Phatak, Executive Creative Director, DDB Mudra West, “Bajaj Pulsar is really reaping the rewards of building a strong and consistent brand world. This one’s quite a simple commercial, but it’s been executed beautifully. They’ve built on their stunt biking DNA to tell us the product story in a way that’s uniquely Bajaj Pulsar. The photography is dynamic, the CG is quite attractive, and the music too holds it all together. For a brand that appeals more to the heart, than to the mind, this commercial does a fantastic job.”

Nilanjan Dasgupta, Executive Creative Director, Kolkata and Chennai, Rediffusion Y&R, disagrees. He says, “Gone are the days when stylishly shot edgy bike shots would make a good bike commercial. This one lacks an idea and the CG doesn't excite us at all. The new look is for the bike but not for the category of commercials.”

Even as the ad garners contradictory creative views, it is yet to be seen how buyers respond to the campaign. But going by Bajaj's track record, the brand has no need to worry.

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