As Pulsar marks 25 years, Bajaj Auto is looking to keep one of India’s most recognisable motorcycle brands relevant to a new generation of riders. While the product has evolved significantly since its launch in 2001, Sumeet Narang, President - Marketing, Bajaj Auto, says the brand has stayed anchored to its core promise of thrill, performance and adrenaline. “The purpose of Pulsar to exist when it was launched in 2001 was all about giving Indian riders an exciting, thrilling motorcycle to ride,” Narang says, adding, “We have kept that DNA consistent throughout.”
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For Narang, the success of a campaign is not limited to sales. Business impact remains important, but he also looks at brand parameters and consumer interest, including searches, website visits and showroom visits. Over time, he believes a series of strong campaigns should strengthen the brand attributes that matter most. The approach is also reflected in Pulsar’s media strategy. Narang says the brand follows consumers across TV, digital, print, outdoor, cinema, OTT and influencers, depending on the campaign. Digital remains a key part of the mix, particularly as younger consumers spend more time online.
The brand is also bringing an increasingly consumer-led approach around its 25th anniversary. Instead of relying only on conventional anniversary advertising, Pulsar launched #MyPulsarStory, inviting riders to share their experiences with the brand. The campaign has generated more than 3,000 stories globally, according to Narang. “Rather than it being a manufacturer speak, we’ve really taken the route of upholding our customer voices,” he notes.
As competition intensifies across the motorcycle market, Narang argues that a product and its brand cannot be separated. A strong campaign may generate interest, but the product ultimately has to deliver when the consumer makes a purchase decision. For Pulsar, the challenge ahead is therefore familiar but increasingly demanding: evolve with the market without losing the identity that made the brand distinctive in the first place.
