Bajaj's Pulsar turns 18

In 2001, Bajaj launched a higher cc motorcycle in a market that was predominantly 100cc. Pulsar burst on the scene with the iconic ‘It’s a Boy!’ commercial and ‘Definitely Male’ tag line. Conceptualised by Piyush Pandey, this started the Ogilvy-Bajaj partnership that has stood strong for nearly two decades.

Today, Ogilvy and Bajaj have come together to celebrate one thing that Indian youth aspires to own.

Pulsar celebrating 18 years of thrill:

Piyush Pandey

“We launched Pulsar with the tagline ‘Definitely Male’ in 2001. This has remained unchanged for 18 consecutive years, something unique and a testimony to the enduring nature of Pulsar’s appeal across generations of riders. With the Pulsar’s birth, we saw a future for the brand as a brawny masculine man thus the only line uttered in the launch ad was ‘It’s a Boy’. I’m glad to see this ‘Boy’ turn into a thrill-loving 18-year-old ‘Man’. Pulsar and its communication are proof that our home-grown brands are not only built on strong foundations but have what it takes to go global and win across the world,” said Piyush Pandey, Chief Creative Officer Worldwide and Executive Chairman India, Ogilvy.

Narayan Sundararaman

Narayan Sundararaman, Vice-President, Bajaj Auto, said, “Over the years, brand Pulsar has grown from strength to strength to become one of the fastest-growing motorcycle brands in the country. The Pulsar range now extends all the way from 125cc to 220cc. In 2018 Pulsar crossed the 1-crore milestone in global sales. Today, Pulsar is sold in 65+ countries and in 15+ of those, Pulsar is already the market leader. Every third sports bike sold in India is a Pulsar. Cumulatively, Pulsar commands over 40% share in the sports motorcycle segment in India.

“Pulsar turning 18 is a big moment not just for Bajaj or the Indian motorcycling industry but a proud moment for India itself. The motorcycle that every 18-year-old dream of owning and riding turns 18 to stamp with authority the fact that a product designed and developed in India can and is a noted bestseller and world-beater. This is proof that Indian innovation and engineering has been doing their best for nearly two decades. Consistent with the growth of Pulsar is its communication — built on differentiation as much as the product is, the arc of Pulsar’s communication has seen it take the extreme and push the boundaries even further.”

Sukesh Nayak

“With Pulsar turning 18, we decided to tell a story of a Pulsar rider, from the time he is born. The film tracks the journey of a boy that is probably the story of almost each one of us. From the time we learn to walk, how we start seeking thrills every single day.  The naughty kid who can’t wait to turn eighteen so he can get his license and his hands on the ultimate thrill machine, the Pulsar. The answer to all our thrill-seeking needs,” said Sukesh Nayak, Chief Creative Officer, Ogilvy India.

The campaign:

Pulsar celebrating 18 years of thrill TVC:

Digital film 1 Unstoppable:

Digital film 2 Wing Man:

Digital film 3 Leaving a Mark:

Credits:

Client: Bajaj Auto

Brand: Pulsar

Client Team:

VP Marketing: Narayan Sundararaman

Category Head, DGM Two-Wheeler Marketing: Shardul Mujumdar

Brand Manager: Shardul Verma

Agency: Ogilvy

Account Management:

Office Leader, Ogilvy West: VR Rajesh

Senior Vice-President: Roopesh Shah

Management Supervisor: Robin Abraham

Account Director: Narendra Tiwari

Account Supervisor: Bhavika Bedi

Account Planning:

Head Of Strategic Planning, Ogilvy West: Ganapathy Balagopalan

Sr. Vice-President: Srinivas Madala

Planning Director: Aakash Singh

Creative:

Chief Creative Officer, Ogilvy West: Sukesh Nayak

Group Creative Director: Hemal Jhaveri

Creative Director: Sundar Sharma

Creative Director: Vivek Jadhav

Copy Supervisor: Prasanna Bhave

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