Bajaj Pulsar sets the track on fire with a show of daredevilry

Conceptualised by Ogilvy Mumbai, the new TVC, titled 'Make Life a sport', captures the true blue biking spirit

BestMediaInfo Bureau | Delhi | October 29, 2015

Click on the image to watch the TVC.

Bajaj Auto and Ogilvy and Mather have launched the newest campaign for brand Pulsar. Titled 'Make Life a sport', the ad seeks to raise the bar of motorcycle communication in India, but at the same time also comes with a strong notice not to imitate the actions shown in the ad, which have been performed under controlled and supervised environment by trained professionals.

Set on the daredevil image of the Pulsar rider, the new campaign captures the true blue biking spirit. It's edgy, adventurous and gives an adrenalin rush to even a non-biker. First on the campaign is the new film which shows a duo being challenged by a group of riders to prove their eligibility in order to be part of the gang…a challenge which is a visual treat with amazing stunts and edge-of-the-seat action. Capturing the enigmatic background of California, the stunt guys and crew were handpicked from the best available talents of Hollywood.

The TVC shows a couple of bikers racing their bikes to dodge the fire set on the runway of an out of use airport. The skilled riders zigzag across the runway and manage to remain out of the fire's reach, ultimately gaining the gang's acceptance and respect.

Sumeet Narang, Vice-President - Marketing, Bajaj Auto remarked, “Pulsar is a cult brand, both on and off road. Pulsar riders are not the regular motorcycle commuters, but are real bikers with a thing for adventure and action. We had to grab their attention and give something that will make them feel excited and take pride in their machines. The brand has a history of producing some iconic campaigns and with this, we hope to push the envelope even further.”

Sukesh Nayak

Commenting on the making of the ad, Sukesh Nayak, Executive Creative Director, Ogilvy Mumbai, said, “It's always a challenge when it comes to developing a concept for a brand as iconic as Pulsar. I am glad that the team bought the most daring idea that we presented. We spent months in getting the right crew to get this perfect. Lots of time was spent on not just training but ensuring every action was timed to perfection. We worked with one of the best crews available and while we had a great time in making this idea come alive, I hope that Pulsar fans also love this new act of dare devilry.”

Abhik Santara

Abhik Santara, Senior Vice-President, Ogilvy Mumbai, added here, “The TV spot is just a part of the larger mix. While the TVC is edgy and thrilling, we have many other elements to bring the challenge alive. Our riders are not the regular mama's boys, and thus the experience given by the brand will not be for the faint-hearted. In the coming weeks, Pulsar fans will see a whole lot of stuff coming their way to keep them busy, in the space of digital and activation.”

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client: Bajaj Auto

Brand: Pulsar

Creative agency: Ogilvy & Mather, Mumbai

Executive Creative Director: Sukesh Nayak

Senior Creative Directors: Hemal Javeri, Ashish Pathak

Account Management: Abhik Santara, Joydip Niyogi, Ashish Arya

Account planning: Prem Narayan, Rohan Korde

Production house: Hello Robot

Director: Amit Gupta

Producer: Kitisha Gaglani

Info@BestMediaInfo.com

Info@BestMediaInfo.com