Pulsar pulls off a 'colourful' stunt
The campaign, conceptualised by Mio, was first launched on the Facebook page of the brand, showcasing the stunning new looks of the Pulsar range
Sarmistha Neogy | Mumbai | September 1, 2014
Pulsar has launched a new television campaign titled 'Dressed to Thrill', which is sure to send every sports biker's pulse racing once again. The campaign, conceptualised by creative agency Mio, showcases the stunning new looks of the Pulsar range. The commercial was first launched on the Facebook page of the brand. The immediate response has been overwhelming, with the video being shared and discussed on various online forums.
Albert Pereira, Co-founder and Chief Digital Officer at Mio, said, “The brief was simple and direct. We had to highlight the variants across the range and showcase the new dual colours. The inspiration came from Pulsars key advocates, the 'Pulsar maniacs'. The film is truly an ode to Pulsar's greatest fans. In addition to this, the communication needed to engage the audience and drive advocacy online. This was in line with their earlier campaigns and Bajaj Pulsar's DNA.”
The commercial has the trademark Pulsar high-octane energy with the stunts going a step further to portray the rider's style merging with his machine. Sure to leave the viewers in awe, the ad showcases, for the first time, an extremely difficult-to-perform and capture, 'Kangaroo' stunt. In the 45-second TVC, Pulsar's white variant (which is contrary to the usual black bikes from Pulsar) is seen for the first time. To lay emphasis on individual colour variants, there are three slickly designed 15-seconders that will make their appearance on-air shortly.
Based on the overwhelming response that the 200NS dual tone received, the brand has painted the entire Pulsar range with vibrant colour combinations. Commenting on the launch of the new range of Pulsars with two-tone colours and the new communication, Sumeet Narang, VP (Marketing), Bajaj Auto, said, “We are confident that the new avatars of Pulsar will appeal to the new age biker, who is seeking a bike that not only offers great technology, but also unparalleled aesthetics.”
The TVC:
Credits:
Creative Agency: Mio
Creative Director: Siddhartha Dutta
Account Management: Abbas Bhopalwala
Films: Zaheer Furniturewala
Director: Farouk Aljoffery
Producer: Vikram R Bangera
Production House: Lemon Tree Film Services
DOP: Daniel
Music director: Anton
Post studio: MFX