Bajaj Auto has launched a commercial for the latest edition of its motorcycle brand Pulsar. The TVC for Pulsar 200NS created by Ogilvy & Mather went on air in end-April.
The film is set at the Tibidabo Amusement Park in Barcelona with three riders on their Pulsar 200NS bikes. The voice over says, "You have never seen an engine like this, so you have not seen stuff like this." The bikers go on to perform dangerous stunts against the backdrop of the roller coaster and other rides. The stunts performed by the riders showcase the ‘precision performance’ of the bikes. At the end of the film, the voice over signs off saying, "The revolutionary new Pulsar 200 NS with the world's first four valve triple spark DTS engine. Pulsar. India's No.1 sports bike."
On the campaign, Sanjay Saraswat, vice president, marketing, Bajaj Auto, said, “Right from its technology to its performance to its design, it's a Pulsar like no other. While it’s born of breed, it has a distinct personality that it can call its own. The new Pulsar 200NS has evoked awe and attitude in anyone who has laid their eyes on it. Or luckier, their hands.”
Abhijit Avasthi, National creative director, Ogilvy & Mather, India, added, “Pulsarmania 2.0 ups the performance and precision quotient of stunting keeping in mind the extraordinary capability of the Pulsar 200 NS. It's a phenomenal machine and we wanted to make something spectacular. So we set the crazy riding in an unusual environment.”
Client: Bajaj Auto Ltd.
Agency: Ogilvy & Mather
Creative team: Abhijit Avasthi, Vijay Sawant, Manoj Shetty
Account management: Dharam Valia, Joydip Niyogi, Aakruti Upadhyay
Account planning: Apoorva Saigal
Production: Malgenio Films, Barcelona
Direction: Alberto Blanco
Producer: Bernat Manzano