Bajaj Pulsar doubles up as The Fastest Indian

Bajaj Auto has unveiled its latest campaign for the Bajaj Pulsar 220 DTS-i. Created by O&M, the campaign positions a Bajaj Pulsar 220 DTS-i biker as 'The Fastest Indian'.

Abhijit Avasthi, executive creative director, O&M said, "We had to position the Bajaj Pulsar 220 as the fastest product bike. We had to convey this thought to the audience in a very "Pulsar" manner, with a lot of attitude to go with it."

Watch the TVC here:
 
 

Bajaj Pulsar 220 DTS-i 'Bank Job' from Campaign India on Vimeo.

Shot close to Cape Town in South Africa, the whole commercial portrays a bank robbery - except, that the pace with which it takes place doesn't match that of a typical bank robber. A notorious robber is coolly watching a cashier put in all the bank's money in a bag, while the police are closing in on him. He is well aware of the fact that the police are after him, but he still does not show any signs of hurrying up or panicking. Finally, he walks out of the bank with the money, towards his parked Bajaj Pulsar 220 DTS-i. The police are approaching him from the opposite direction and begin closing in on him. The robber mounts his bike and in the next second, he has disappeared from the scene, leaving the police frustrated at his escape yet again.

Elaborating on the idea and the communication objective, Avasthi says, "We had to demonstrate 'fast' as the key element of the bike. We aimed to evoke the 'Wow!' emotion within our viewers after they witnessed the mystery and aura of the Pulsar 220 through our campaign."

The ad stays away from the typical boy-girl situation. Avasthi says the Pulsar has always been positioned as a bike that focuses on performance and stunts. He adds, "The Pulsar has never been about chasing women. Hence, we have always consciously stayed away from positioning it thus."

"We've portrayed the protagonist of the ad, the robber, as a very confident and cool person. He has the personality that makes the women swoon over him, plus the confidence he has is something that the Pulsar 220's speed brings with it," says Avasthi.

The creative team that has worked on this campaign includes Piyush Pandey, Abhijit Avasthi, Manoj Shetty and Siddhartha Dutta. The commercial has been directed by Keith Rose of Velocity Films, South Africa.