Mumbai: Bajaj Auto a two-wheeler and three-wheeler company has unveiled a new brand campaign for its Pulsar brand – ‘Chala Apni’. This comes on the back of the launch of the flagship Pulsar NS400z and the evolution of its tag line from ‘Definitely Male’ to ‘Definitely Daring’ in July 2024.
The Pulsar brand launched back in 2001 and blendd design, performance and ad campaigns The ‘Chala Apni’ campaign captures the individualistic spirit of today’s youth and their quest for personal identity, celebrating their bold life choices against societal norms the daily grind showing the Pulsar as their ally, providing them breathing space to reclaim their autonomous selves and charge their energies.
Deepika Warrier, marketing head, Bajaj Auto, said, “The Pulsar and especially the NS sub range have always been seen by their riders as an expression of their individual identities. We are using the new campaign to launch the NS400z and to celebrate our young riders’ mentality – their need to master their own lives, resist societal pressures, and make daring and uncomfortable choices. The ‘Chala Apni’ campaign is the outcome of extensive cultural work and aims to inspire Indian youth to express their “Inner Roar” and follow through on daring life choices. The campaign also celebrates the bond between the rider and the Pulsar NS400z, which is a beast of a ride that combines category-beating power, speed, control and style ”
Sukesh Nayak, CCO, Ogilvy India shared his insights, “At Pulsar we have always dared to do different. So, this time, for its latest offering, for the most advanced Pulsar ever, we have dared to put the rider in the centre. ‘Definitely Daring’ is a platform, an inclusive space that will help inspire the riders to follow their own calling and not just be followers. Chala Apni is not just a campaign line but hopefully an inspiration for the riders out to them to listen to their heart and not their mind.”
‘Chala Apni’ is not just an ad – it’s an audio-visual experience that energizes and inspires, standing out in today’s otherwise conventional advertising landscape.
Watch the ad:
