Mumbai: On 2001, Bajaj decided to launch a higher cc motorcycle in a market that was predominantly 100cc. Pulsar burst on the scene with the iconic ‘It’s a Boy!’ commercial and ‘Definitely Male’ tag line. Conceptualized by Piyush Pandey, this started the Ogilvy-Bajaj partnership that has stood strong for nearly two decades. Today, Ogilvy and Bajaj have come together to celebrate the coming of age of the one thing that Indian youth aspires to own.
“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’. Pulsar and its communication are proof that our home-grown brands are not only built on strong foundations but have what it takes to go global and win across the world.” says Piyush Pandey, Chief Creative Officer Worldwide and Executive Chairman India, Ogilvy.
Speaking on the occasion, Narayan Sundararaman, Vice President, 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. The Pulsar range now extends all the way from 125cc to 220cc. In 2018 Pulsar crossed the 1 crore sales milestone in global sales. Today, Pulsar is sold in 65+ countries and in 15+ of those, Pulsar is already the market leader. Every third sports bike sold in India is a Pulsar. Cumulatively, Pulsar commands over 40% share in the sports motorcycle segment in India.
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. This is proof that Indian innovation & engineering has been doing their best for nearly two decades. Consistent with the growth of Pulsar is it’s communication – Built on differentiation as much as the product is, the arc of Pulsar’s communication has seen it take the extreme and push the boundaries even further.”
“With Pulsar turning 18, we decided to tell a 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.” says Sukesh Nayak, Chief Creative Officer, Ogilvy India.
Links to the campaign:
Pulsar Celebrating 18 Years of Thrill TVC- 45-sec Main:
Client: Bajaj Auto
Narayan Sundararaman, VP Marketing
Shardul Mujumdar, Category Head, DGM Two-Wheeler Marketing
Shardul Verma, Brand Manager
VR Rajesh, Office Leader, Ogilvy West
Roopesh Shah, Senior Vice President
Robin Abraham, Management Supervisor
Narendra Tiwari, Account Director
Bhavika Bedi, Account Supervisor
Ganapathy Balagopalan, Head Of Strategic Planning, Ogilvy West
Srinivas Madala, Sr. Vice President
Aakash Singh, Planning Director
Sukesh Nayak, Chief Creative Officer, Ogilvy West
Hemal Jhaveri, Group Creative Director
Sundar Sharma, Creative Director
Vivek Jadhav, Creative Director
Prasanna Bhave, Copy Supervisor