Ogilvy showcases Bajaj Pulsar N160 in a thrilling campaign

Ogilvy has created a new thrilling campaign for Bajaj Pulsar, which showcases the style and the new features of the bike.

When Pulsar launched its latest motorcycle, the Pulsar N160, the “idea” was apparent. The ad was a way of getting a nod of approval from audiences, who often sat up and took note.

In this era of nano attention spans, having something intriguing and compelling enough is the key. Absolutely unlike Pulsar advertising of two decades, this video showcased a stationary motorcycle, in all its glory. The intrigue coming from one clear instruction - scan the QR Code on screen to watch the Pulsar video. 

Upon scanning it took the viewers to YouTube, where the “real” ad was played for the true enthusiast. The rider is seen on the all-new Pulsar N160, displaying breath-taking riding control, performing jaw-dropping stunts, set in a city maze, all happening to the beats of an addictive music track.  

Furthermore, this QR code has been seen all over many Indian cities and towns - in public spaces, public transport, youth centric spaces from colleges notice boards to cafes and so on. Essentially branding the most mundane and boring pieces of our day as opportunities to become the most thrilling moments of the day.

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 it’s communication a notch higher on 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.”

Censored TVC:

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