The Bajaj Pulsar is a heavy weight champion in the middle weight motorcycle category. The Pulsar NS400Z is a performance oriented, state-of-the-art, feature-loaded 400cc motorcycle. Offered at an attractive price tag of Rs 1,85,000 (ex-showroom), Pulsar takes the spotlight for motorcycle enthusiasts.
Conceptualized and executed by Ogilvy, the ads messaging is directed towards the youth, inspiring them to follow their calling, follow what feels right and never to follow another 'trend!' Hence transitioning from the brand’s ‘Definitely Male’ platform to a more modern and inclusive space of 'Definitely Daring’, comes the newest communication message – ‘Chala Apni.’
Deepika Warrier, CMO – Bajaj Auto, said, “The Pulsar and especially the NS sub-range have always been seen by their riders as an expression of their identity. We are using the new campaign to launch the NS 400 Z and to celebrate our young riders’ mentality –their need to master their own lives, resist societal pressures, and make daring & uncomfortable choices. The ‘Chala Apni’ campaign strategy is the outcome of extensive cultural in sighting work, and aims to inspire Indian youth to express their “Inner Roar” and follow through on daring life choices. The campaign also celebrates the bond between the rider and the Pulsar NS 400 Z, which is a beast of a ride that combines category beating power, speed, control & style”
Sharing his insights on the matter, Sukesh Nayak – CCO, Ogilvy India said, “At Pulsar we have always dared to do different. So this time, for its latest offering, for the most advanced Pulsar ever, we have dared to put the rider in the centre. ‘Definitely Daring’ is a platform, an inclusive space that will help inspire the riders to follow their own calling and not just be followers. ‘Chala Apni’ is not just a campaign line but hopefully an inspiration for the riders out there to listen to their heart and not their mind.”
