Ogilvy Mumbai launches new campaign for 'Bajaj Pulsar'

Within the framework of the traditional Pulsar attitude, style and wit, the TVC announces the new embellishment; watch the TVC here

BestMediaInfo Bureau | Delhi | November 7, 2011

Ogilvy Mumbai has created a new campaign for Bajaj Pulsar. The Pulsar now features stylish body graphics.  Aptly christened 'speed lines' by the agency, the graphics improve the visual appeal of the bike. Most importantly, they give Pulsar an opportunity to reconnect with the consumer and the fan-intender. The TV commercial does just that. Within the framework of the traditional Pulsar attitude, style and wit, the commercial announces the new embellishment.

While the commercial suitably frames the desirability of the bike and the 'attitude' that goes with it, it ends up charming even the non-intender with the interesting twist. This virtual treat for the eyes looks like a complex international production but was actually directed by Vijay Sawant from Ogilvy, also the writer of the commercial. While it did take a few pounds off him it was worth his while, he claims. The flawless production support was provided by Rising Sun Productions.

Shyam Sundar Narayan, Marketing Manager 2W, Bajaj Auto Ltd, said, “Pulsar always does things in an irreverent style. What would have been called 'attractive graphics' on any other bike becomes “Speed-lines” on the Fastest Indian. What would have been just another 'bike TVC' becomes a clutter breaker that doesn't just communicate the message but also starts a conversation. When customers and fans love it, you know you've connected.”

Elaborating on the campaign, Abhijit Avasthi, National Creative Director, Ogilvy & Mather, India, said, "I'm not entirely sure if it's intentional but Pulsar communication has always defined the extreme edge of Indian advertising. This commercial also does that and how! I'm very happy that Creative team has not only conceived the film, but also went on to direct it beautifully well. "

“Even though we have seen 'Time slice' like 10 years back; even though it has been used and abused a hundred times, there's something still very visually appealing about it. Everybody likes it and it's still quite juicy, like a lovely apple, you never quite get over it. Except, as a creative person, you always want to give it a new spin. So an old technique suddenly becomes a new work of art; the technique becomes slave to the idea. Also, the commercial has enough for the consumer to wonder about and enjoy again and again. Partly technique, partly wit, entirely watchable,” added Vijay Sawant, Group Creative Director.

CREDITS

Client: Bajaj Auto Ltd.                                                                                                                                                     Advertising  Agency: Ogilvy & Mather Advertising, Mumbai

National Creative Director: Abhijit Avasthi

Group Creative Director: Vijay Sawant

Group Creative Director: Manoj Shetty

Vice President: Dharam Valia

Account Director: Rajan Pillai

Production House: Rising Sun Films

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