Tuesday, May 29, 2007

Brand : Bajaj Pulsar

Agency : 0&M
Baseline :Distinctly Ahead

DESCRIPTION: A couple of dudes are caught in a traffic jam in exotic Havana, the capital of Cuba. With some great music playing in the backdrop, they decide to take ‘free bike’ – that is, take any way to get to their destination. What follows are some stunning special effects: Dangerous driving but the Bajaj Pulsar never fails. Finally, the two are forced to bring their machines to a screeching halt – but only to give way to a lady walking her dog across the road.

4Ps Take: So, how do we know that it’s Havana? Because of Che Guevara’s poster that crops up somewhere, when the two undertake on their blistering ride. We may be wrong but this ad is nevertheless quite a cracker from the house of Bajaj. The power idea is to position the brand as a performance bike. Loads of adrenalin flowing and loads of attitude too. The reward to the prospect is the ‘brand sans boundaries’ positioning, Pulsar has arrived in the global arena. The communication talks to youngsters, who crave adventure and high thrills in their lives. But let’s just be a bit careful, shall we?!

For Complete IIPM Article, Click on IIPM Article

Source : IIPM Editorial, 2006

An IIPM and Management Guru Prof. Arindam Chaudhuri's Initiative

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