In 2001 Bajaj decided to launch a higher cc motorcycle in a predominantly 100cc market. Pulsar since it’s launch, changed the face of the Indian motorcycle industry forever. Pulsar burst on the scene with the iconic ‘It’s a Boy!’ commercial and ‘Definitely Male’ tag line.
Ogilvy-Bajaj partnership led by Piyush Pandey has pillared for nearly two decades. Today, Ogilvy and Bajaj have collaborated yet again to commemorate a commodity that marks the translation of a boy into a man in India.
Piyush Pandey, Chief Creative Officer Worldwide and Executive Chairman India, Ogilvy shares, “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 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.”
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 & 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, Chief Creative Officer, Ogilvy India speaking on the psycho-social aspect of the aspirations of a young boy’s desire to turn into a man and this commodity possessing the power to portray this ideology, shares, “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.”
Thus, all we can long is that this partnership continues to yield campaigns such as “It’s a Boy” that aspires the youth of today and tomorrow for decades to follow.
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 from 125cc to 220cc. In 2018 Pulsar crossed the 1 crore sales 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.
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