Bajaj Pulsar has rolled out a campaign for its newly launched motorcycle N160.
Conceptualised by Ogilvy, the first film showcases a stationary motorcycle to create intrigue in the mind of a viewer. The film gives the viewer instructions on how to scan the QR code visible on the screen. This lets them view the actual ad (second film) for the new motorcycle.
Narayan Sundararaman, head of marketing, Bajaj Auto, said, “Brand Pulsar is all about action and thrill. For its new avatar as Pulsar N160, we had to deliver a communication package that would talk about the category-first feature of dual channel ABS. In this cluttered media environment, we thought our best chance would be to involve the viewer and nudge them towards a thrilling film… do they want to watch an ‘uncensored’ ad of eye-popping motorcycling action? It’s great to see that the answer is a resounding yes!”
Sukesh Nayak, chief creative officer, Ogilvy India, said, “Pulsar is the most thrilling motorcycle on the road, so we took its communication a notch higher on the thrill. How? We got their attention twice! We made an ad in an ad. First, we made a censored Pulsar ad for TV and released it with a QR code. The film invites the die-hard Pulsar fans to scan and view the most thrilling ‘Uncensored Pulsar ad’ ever. The uncensored Pulsar QR code will make not just the TV ad but every ad thrilling, newspaper, outdoor and even posters. Let the thrill take over.”
