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Ogilvy and Bajaj mark 18 years of ‘Definitely Male’ Pulsar with digital film

Conceptualised by Piyush Pandey, the Ogilvy-Bajaj partnership has stood strong for nearly two decades.

  • ETBrandEquity
  • January 08, 2020, 14:28 IST

It was 2001 when Bajaj decided to launch a higher cc motorcycle in a market which was predominantly 100cc. Ogilvy and Bajaj have come together to celebrate 18 years of Bajaj Pulsar. It was 2001 when Bajaj decided to launch a higher cc motorcycle in a market which was predominantly 100cc.

According to the company, 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. Conceptualised by Piyush Pandey, the Ogilvy-Bajaj partnership has stood strong for nearly two decades, it added.

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 all the way 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. Consistent with the growth of Pulsar is it’s 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, said, “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.”

Conceptualised by Piyush Pandey, the Ogilvy-Bajaj partnership has stood strong for nearly two decades…