Conceptualised by Ogilvy & Mather, the film encapsulates the fight between mechanical and physical limits through spectacular precision stunts
BestMediaInfo Bureau | Delhi | April 25, 2013
Pulsar is India's No. 1 sports motorcycle. Ever since its launch in 2001, it has not just been the volume leader in the sports category (150cc+) but also an attitude leader thanks to its product design, performance and most importantly, its edgy advertising. Pulsar has not just adopted and owned stunting as its differentiator but truly evangelized it, right from showcasing it in advertising to creating branded content with MTV.
Sanjay Saraswat, VP - Marketing, Bajaj Auto, said about the TVC on the Pulsar 200NS, the company’s newest variant in the Pulsar family, “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.”
So how does one launch this variant with equal awe and attitude? Ogilvy & Mather simply recreated the magic of its 2008 TV spot ‘PulsarMania’ (http://www.youtube.com/watch?v=caOInhi5e8c) but with spectacular precision stunts at spectacular locations and with spectacular music.
‘PulsarMania2’ encapsulates the fight between mechanical and physical limits. It showcases riders with an incredible ability for driving the finest motorcycles to the edge.
Abhijit Avasthi, National Creative Director, Ogilvy & Mather, said, “Pulsarmania 2.0 ups the performance and precision quotient of stunting keeping in mind the extraordinary capability of the Pulsar 200NS. It's a phenomenal machine and we wanted to make something spectacular. So we set the crazy riding in an unusual environment.”
Shot against the backdrop of the spectacular Tibidabo Amusement Park located in Barcelona, Spain, the intention was to create a dynamic and spectacular commercial that overwhelms the audience and makes them plunge into the action in a way that watching the commercial is the closest that one can get to experience the stunts portrayed.
The stunts are developed to showcase the ‘precision performance’ of the Pulsar 200NS. The precision is dramatised through sequences that demonstrate the performance of the machine around obstacles using extreme acceleration, braking and drifting.
Client: Bajaj Auto
Agency: Ogilvy & Mather, Mumbai Creative: 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 Info@BestMediaInfo.com