ADVERTISING CAMPAIGN OF BAJAJ PULSAR

INTRODUCTION

Bajaj Auto is India's largest and the world's 4th largest two- and three-wheeler maker. Bajaj Auto came into existence on November 29, 1945 as M/s Bachraj Trading Corporation Private Limited. In 1959, it obtained license from the Government of India to manufacture two- and three-wheelers and it went public in 1960.

PULSAR BIKE Before the introduction of the Pulsar, the Indian motorcycle market trend was towards fuel efficient, small capacity motorcycles (that formed the 80-125 cc class). The launch and success of Hero Honda CBZ in 1999 showed that there was demand for performance bikes. Bajaj took the cue from there on and launched the Pulsar twins in India on November 24, 2001.

Technical Specifications of PULSAR DTS-i Engine Type Displacement Max Power Max Torque Brakes Tyres Front Rear Front Rear Fuel Tank Electricals Dimensions Suspension Full System Headlamp Wheelbase Weight Front Rear 4-stroke,DTS-i,Oil cooled 198.8 cc 18 Ps /13.25 Kw 1.75 Kgm /17.17 Nm 260 mm hydraulically operated disc brake Mechanically expanding 130 mm drum type 90/90 x 17 Tubeless tyre, shod on aluminium alloy wheels 120/80 x 17 Tubeless tyre, shod on aluminium alloy wheels 15 Lts ( 2 liters of usable reserve) 12V AC + DC 35/35W clear lens type with 2 pilot lamps 1345 mm 145 Kg Telescopic forks 135 mm stroke Triple rate spring, 5 way adjustable, gas charged NitroX shock absorbers

 Targeted at the youth segment The Bajaj Pulsar has been designed and styled as a mean masculine robust machine . Sporty Looks Supreme Performance Riding Comfort

ADVERTISING STRATEGY

Bajaj used to convey the feeling of Indianness in its ads. With a punch line Hamara Bajaj Bajaj drove into everybodys hearts and the title song of Naye Bharat Ki Naye Tasveer added a great value to its bikes and scooters. But recently, its punch line i.e. Hamara Bajaj got converted to Inspiring Confidence Bajaj is always known for its ads without well-known brand ambassadors

 The creative promotion campaign for Bajaj Pulsar was handled by the renowned advertising agency Ogilvy and Mather. The creative team decided to endow the bike with a gender. Taking this idea into consideration, the campaign with a tagline called Definitely Male was launched. The promotion campaign, coupled with the design and the performance of the bike, helped the company in achieving excellent sales numbers for the Pulsar bike.

ABOUT THE TV AD

Bajaj is always known for its outstanding ads. The concept of Definitely Male was well accepted by the people and Bajaj came out with some astonishing ads.

Getting on to his bike, a man gets all set to make a move. As he puts his helmet on, a message appears on the windshield, 'Partially sunny from 16:37 hrs.'

 While the biker cruises through the city, some army men are out for their jog. Just before they cross a road, a zebra crossing forms ahead them and disappears after them, while the biker waits patiently. A young lady talks to her beau on the phone, while an image of his forms before her. She switches the phone off and the image disappears, in time for her to catch a glimpse of the bike.

Riding on, he spots a child playing with a remote controlled toy. In the next shot the toy turns out to be a roller coaster, with children inside enjoying the ride.

 As he takes off his helmet everything turns back to it's usual self. MVO: "Imagine a world as advanced as the new Pulsar DTS-i...

DTSi came out to be a good one with proper publicity advertisements and that too without any highly paid brand ambassadors.
A second ad wherein a man is shown performing various stunts on his DTSi Pulsar.

 When Bajaj Auto launched the new DTSi technology for the Pulsar bike in the year 2003, the creative promotion responsibility was assigned to another agency called Leo Burnett. Leo Burnett changed the positioning of the brand from Definitely Male to Digital Biking.

 When Bajaj Auto launched the Pulsar 200 version, the promotion campaign was focused on the concept of free biking. According to the definition of brand Pulsar, free biking is all about tackling obstacles. The expensive ad for this campaign was shot in Havana, Cuba. The underlying theme of the ad is to how two Pulsar riders discover a new route when the main road is blocked by a traffic jam.

 Bajaj Pulsar is also associated with a reality show called StuntMania that is aired on MTV channel. This show targets the audience in the age group of 18 and above. This show also mentions about bike maintenance and rider safety.

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BAJAJ UNVEILS NEW BRAND IDENTITYNEW LOGO

The "flying B" as it has been named represents style and technology. "Flying B" form denotes speed and open form denotes the transparency. Bajaj has adopted a new brandline of "Inspiring Confidence".
The Identity has a fresh new Blue colour. This Blue represents stability and strength of Bajaj.

 PATENT :

WHAT ARE THE IPR INVOLVED TO PROTECT THE BRAND

1.DTSi Technology Bajaj Auto holds an Indian patent for the DTSi technology. DTSi stands for Digital Twin Spark Ignition. It involved usage of two spark plugs (instead of the usual choice of one) per engine cylinder. 2. ExhausTEC Technology "The Indian Patent Office granted Bajaj Auto a patent for its 'ExhausTEC' invention vide Patent No 231498 dated March 5, 2009. Bajaj Auto claimed that ExhausTEC significantly improves low- and mid-range torque in a single cylinder four stroke engine, employing a chamber of predetermined volume attached to the exhaust pipe .

TRADEMARK