There are some motorcycle ads people remember even years after seeing them. Bajaj Pulsar’s first campaign from 2001 is one such example. Now, 25 years later, Bajaj Auto has brought back the same characters for a new television commercial featuring the all-new Pulsar 150.
A familiar scene returns
The new film has been created by Ogilvy and picks up from the setting used in the original campaign. Two nurses once again find something covered under a white sheet. The moment brings back memories of their first encounter with the Pulsar.
The story then leads to the new Pulsar 150, giving the old campaign a new chapter rather than simply repeating the earlier commercial.
25 years of Pulsar
When the Pulsar was introduced in 2001, Bajaj Auto used its advertising to present motorcycles in a different way. Performance and styling were placed alongside everyday usability, helping the Pulsar build a distinct identity in the Indian motorcycle market.
The new advertisement uses that history as part of its story. The visual treatment and pace are meant to remind viewers of the original film, but the motorcycle shown this time is the new Pulsar 150.
The Pulsar story continues
Pulsar has now crossed 20 million motorcycles sold across markets around the world. The brand continues to use its ‘Definitely Daring’ identity across its communication.
According to Bajaj Auto’s marketing president Sumeet Narang, the campaign is a way to connect the motorcycle’s past with its current generation.
Ogilvy India’s group chief creative officer Sukesh Nayak also said that making a follow-up to a well-known advertisement was a different creative challenge. The team used familiar visual elements from the old film and added a new turn to the story.
The new commercial therefore works as a small throwback for people who remember the 2001 Pulsar campaign, while also introducing the all-new Pulsar 150 to younger viewers.