Ogilvy creates a Thrilling campaign for Bajaj N160

Ogilvy creates a Thrilling campaign for Bajaj Pulsar N160

Bajaj Pulsar – an iconic motorcycle with iconic advertising. Love it or hate it, this dual iconicity has never been disputed. But when Pulsar launched its latest motorcycle, the Bajaj Pulsar N160 with the most sedate ad on TV, we knew there was more to it than meets the eye. Within seconds the “idea” was apparent. The ad was an extremely clever way of getting a nod of approval from audiences, who often sat up and took note of “Pulsar unleashing its Mania” on national television.

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

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

Furthermore, this QR code has been seen all over many Indian cities & 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.

Speaking on the campaign and how they were convinced that this is ‘the’ way, Narayan Sundararaman, Head of Marketing, Bajaj Auto Ltd., 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!”

This unique solution came from Ogilvy India and Sukesh Nayak, Chief Creative Officer Ogilvy India says, “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.”

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