bajaj pulsar (2)

8/4/2019 Bajaj Pulsar (2)

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Bajaj Pulsar : Definitely MaleBrand : Pulsar

Company: Bajaj Auto

Agency ;O&M, Leo Burnett

Brand Count : 226

Pulsar is one of my favorite brands as a bike rider . This bike has virtually redefined

biking in this country. Pulsar launched in 2001 is the market leader in the 150 cc +

performance bike segment. More than that , this brand changed the fortune of Bajaj

Auto Ltd.

Before the launch of Pulsar, Indian bike market was divided broadly intoEconomy,Executive and Premium Bikes. In 1999 Hero Honda created a new segment

of 150 cc performance segment with its CBZ. But Pulsar came and gave a new life

into the Performance segment. Although not a pioneer, Pulsar made the performance

segment one of the fastest growing segment in the two wheeler market.

It was not only the bike's performance that triggered the brand becoming an icon, a

major part of the success was due to the classic advertising campaign by O&M.

According to agencyfaqs, the birth of the "Definitely Male " campaign is interesting.The creative honchos found the new product from Bajaj distinctly different. It was

Bajaj's first bike without Kawasaki label. The new bike was an R&D and design

marvel.Pulsar was designed by the renowned design house Tokyo R&D. O&M knew

that the communication of this brand should also be different.Starting with lot of

ideas, O&M stuck upon the Big Idea of India's He-Bike. Although lot of bike take the

persona of Macho bikes it was more oriented towards being "sexy". The Big Idea was

to position the bike as World's first bike endowed with a Sex ( Gender).Thus born the

classic campaign of all times " Definitely Male". The campaign together with thedesign and performance catapulted the brand into stratospheric sales level.

Bajaj targeted the 18-24 with Pulsar but later found that the brand appealed to a

much older audience. This helped Bajaj to change its target audience to 21-35 years.

Unlike its old ways of doing things, Bajaj did not rest with the laurels. It knew that

Pulsar is the golden key to control the entire bike market. Hence Pulsar got

undivided attention from the company. In 2003 another milestone event happened

in the product lifecycle of the brand. Bajaj launched its new technology DTSI. DTSistands for Digital Twin Spark Ignition which delivered more power and efficiency.



The increased performance of the brand took Pulsar to greater heights. 2004 and

2005 saw some cosmetic changes in the brand which excited the customers and thus

cementing Pulsar's position in the market.

Pulsar came in two variants : 180 cc and 150 cc where 180 cc excited the performance

bikers, 150 cc was for the mileage conscious ones. The 150cc variant took lot of

customers away from the executive segment to the performance segment.

The brand had its share of marketing flaws also. According to reports, Bajaj reassigns

its media duties to two brands O&M and Leo Burnett, every six months.When DTSI

was launched, the creative duty was assigned to Leo Burnett. Leo Burnett did a big

mistake on the brand by changing the positioning of " Definitely Male" to "Digital

Biking". Although the ads were successful in conveying the technological superiority

of DTSI and making that acronym popular, it deleted the most successful tagline

from the brand's elements.

After ruling the premium bike segment, Bajaj is taking their brand to another level.

Bajaj recently launched Bajaj Pulsar 200 Dtsi to take on the comeptition from Hero

Honda and the like. The new Pulsar boasts of spruced up engine, new digital console

and new style. Pulsar is definitely getting better.

Pulsar 200 is being launched with a new campaign revolving round the concept of Free Biking. Free Biking ( as defined by the brand Pulsar) is all about tackling

obstacles.According to company officials, its about how you ride rather than where

you ride. The ads made by O&M is filmed at Hawana Cuba ( expensive). Set to

pulsating Arabian music, the ad shows how two Pulsar riders discover new route

when their main way is blocked by traffic jam.

One word to describe this ad is HYPERBOLE and too much of it. What I feel is that

the Big Idea od Free Biking is good but execution is ordinary. What made Pulsar a

super brand was its ability to come out with different disruptive campaigns. But in

http://2.bp.blogspot.com/_1pKvii0Z9Cs/RjB2biDtUlI/AAAAAAAAAkE/LllGrcZe_IY/s1600-h/pulsar200.jpg



the case of Pulsar 200, it is a sort of cut copy paste from some Hollywood movie

(James Bond). More over, the Big Idea is also not properly communicated through

the visuals. Also most of the time I was trying to make out some meaning out of the

background song, later to find out that it was Arabic.

Now every one is waiting for the new Bajaj 220 cc DTSFI which will redefine the bike

segment again.

Sadly Bajaj is no longer using its blockbuster tagline " Definitely Male" but instead is

using the corporate brand tagline " Distinctly Ahead". Bajaj earlier had another

corporate tagline " Inspiring Confidence" when it completely redesigned its corporate

logo and brand.

I still strongly believe that not using "Definitely Male" is a gross injustice to the brand

itself. That tagline and positioning has lot of fire with it and except for the initial two

campaigns, Pulsar was not able to build on its Definitely Male Platform.

But what ever I say and what ever the agency communicates through the ads, Pulsar

has made itself into a position of strength. It has a brand equity so huge that what

ever that comes out of it will be lapped up in no time. The success of Pulsar 200 DTSI

is no longer dependent on the quality of ads but on the performance it delivers. This

brand shows the power of brand equity where customers buy ,irrespective of lousy

ads......

COMPARE

DESCRIPTION

E N G I N E

E N G I N E P O W E R

E N G I N E T O R Q U E

T R A N S M I S S I O N

K E R B W E I G H T

P O W E R T O W E I G H T R A T I O

R E A R S U S P E N S I O N

B A T T E R Y

W H E E L B A S E

G R O U N D C L E A R A N C E

B R A K E S

Pulsar 220F2 2 0 C C O I L C O O L E D



2 1 P S @ 8 5 0 0 R P M

1 9 . 1 N M @ 7 0 0 0 R P M

5 S P E E D

1 5 0 K G

1 4 0 P S / T O N

G A S F I L L E D - N I T R O X

5 S T E P A D J U S T A B L E

M F - L O W M A I N T E N A N C E

1 3 5 0 M M

1 6 5 M M

F R O N T - 2 6 0 M M D I S C

R E A R - 2 3 0 M M D I S C

Karizma ZMR2 2 3 C C O I L C O O L E D

1 7 . 6 P S @ 7 0 0 0 R P M

1 8 . 3 N M @ 6 0 0 0 R P M

5 S P E E D

1 5 9 K G

1 1 0 . 7 P S / T O N

5 S T E P A D J U S T A B L E I G R S S Y S T E M

M F - L O W M A I N T E N A N C E

1 3 5 0 M M

1 5 9 M M

F R O N T - 2 7 6 M M D I S C

R E A R - 2 4 0 M M D I S C

R15

1 4 9 . 8 C C 4 - V A L V E ; L I Q U I D C O O L E D

1 7 P S @ 8 5 0 0 R P M

1 5 N M @ 7 5 0 0 R P M

6 S P E E D

1 3 1 K G

1 2 9 . 8 P S / T O N

L I N K E D T Y P E M O N O C R O S S

N / A

1 2 9 0 M M

1 6 0 M M

H Y D R A U L I C S I N G L E D I S C ( F R O N T & R E A R )



PULSAR 220

GETS A NEW VARIANT

2010

January 2010

The looks of the legendary 200 were firmly entrenched in the minds of the customers and on popular demand the

Pulsar 220 was also launched in a Street Fighter avatar. With a 50% market share of the fastest growing segment in

the motorcycle industry, over 4 million Pulsars were sold. Exported to over 30 countries the Pulsar is by far the biggest

brand in Indian motorcycling and eyes world dominance soon.

bajaj pulsar (2)

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