ITV

Tag: motorcycle

  • Ogilvy unveils new campaign ‘Pulsar unleashing its Mania’ for Bajaj Pulsar

    Ogilvy unveils new campaign ‘Pulsar unleashing its Mania’ for Bajaj Pulsar

    Mumbai: Bajaj Pulsar has launched its latest motorcycle, the Pulsar N160, with the most sedate advertisement on television.

    The ad is an extremely clever way of getting a nod of approval from audiences, who often sat up and took note of “Pulsar unleashing its Mania” on national television.

    In all its glory, and absolutely unlike the Pulsar advertising of two decades ago, this video showcased a stationary motorcycle. The intrigue comes from one clear instruction: scan the QR code on screen to watch the most thrilling Pulsar video ever!

    The QR takes the viewer to YouTube, where the real advertisement will be played for the true enthusiast. The rider is seen on the all-new Pulsar N160, displaying breath-taking riding control while performing jaw-dropping stunts set in a city maze, all happening to the beats of an addictive music track.

    Furthermore, this QR code has been seen all over many Indian cities and towns—in public spaces, public transport, youth-centric spaces, from college notice boards to cafes and so on. Essentially, branding the most mundane and boring pieces of our day as opportunities to become the most thrilling moments of the day.

    Speaking on the campaign and how they were convinced that this is “the” way, Bajaj Auto head of marketing Narayan Sundararaman said, “Brand Pulsar is all about action and thrill. For its new avatar as the Pulsar N160, we had to deliver a communication package that would talk about the category-first feature of Dual Channel ABS. In this cluttered media environment, we thought our best chance would be to involve the viewer and nudge them towards a thrilling film… Do they want to watch an ‘uncensored’ ad of eye-popping motorcycle action? It’s great to see that the answer is a resounding yes!”

    Speaking on the collaboration with Bajaj, Ogilvy chief creative officer Sukesh Nayak said, “Pulsar is the most thrilling motorcycle on the road, so we took its communication a notch higher on thrill. How? We got their attention twice! We made an ad in an ad. First, we made a censored Pulsar ad for TV and released it with a QR code. The film invites die-hard Pulsar fans to scan and watch the most exciting ‘Uncensored Pulsar ad’ of all time. The ‘Uncensored Pulsar QR code’ will make not just the TV ad but every ad thrilling – newspaper, outdoor, and even posters. Let the thrill take over.”

  • Suzuki Motorcycle to spend around Rs 40 crore on Gixxer campaign

    Suzuki Motorcycle to spend around Rs 40 crore on Gixxer campaign

    BENGALURU: Suzuki Motorcycles India Private Limited (SMIPL) announced the launch of its flagship 155cc bike Gixxer in Bengaluru.

     

    SMIPL executive VP Atul Gupta said, “Loaded with exciting equipment, power, handling and trusted Suzuki quality, the Gixxer will make a statement without saying a word. It is an overall mix of elegant styling, classy on-road presence and promising performance, and will attract young bikers to rev up and ride. We expect Gixxer to create a strong foothold for itself in the market.”

     

    He added, “Suzuki is keen on providing youth-centric products for the Indian customers at a very competitive price. Our track record of new launches iterates Suzuki’s legacy built on the ethos of credibility along with advanced, unmatched engineering. In tune with its endeavours to reach out to maximum potential buyers the motorcycle major is also coming up with a marketing campaign featuring the actor-endorser Salman Khan.”

     

    The first phase of its TVC campaign has already begun, and will run until post the festival season. A TVC featuring the company’s brand ambassador Khan has been created by Hakuhodo Percept for Gixxer.

     

    Industry sources reveal that the company will spend around 30-40 per cent of it’s approximately Rs 100 crore advertisement budget for FY-22015 on Gixxer.

     

    “The company is targeting the 18-25 age group male, and apart from Colors TV channel in the HSM and the leading GECs in each of the regional markets, the Gixxer campaign will be aired on sports, lifestyle, music and niche channels,” said SMIPL national head of marketing Anu Anamika. Besides television, SMIPL is betting big on digital as well as print.

     

    “We’d said that we would launch four products this year, Gixxer is the fourth one. Post Diwali we plan to launch a brand campaign. Our previous campaign had our brand ambassador Parineeti Chopra for our scooter Let’s,” added Anamika.

  • Titan ties up with Italian motorcycle brand Ducati to sell its limited range

    Titan ties up with Italian motorcycle brand Ducati to sell its limited range

    NEW DELHI: In a novel marketing technique, the Titan brand of watches has tied up with Italian motorcycle brand Ducati to release a new range inspired by the technology and finesse of the Italian brand.

    The Titan Ducati collection comprises eight watches and will be available in Delhi, Bengaluru and Mumbai for the next eight to 12 months.

    Said to have been inspired by the naked Ducati bike models, the watches costing Rs 22,995 to Rs 26,995 have features like multiple piece case construction, stainless steel body, carbon fibre dials and fully automatic multifunction calibres.

    Titan will not sell these watches in volumes but expects to sell 5000 models, showcasing the features of Titan as a brand and a timepiece, along with the personality of Ducati.

    According to Titan Global marketing and product head Rajan Amba said, “Collaborations are nothing new for Titan that has in the past partnered with other brands as well. From cars to Marvel super heroes, Titan thrives on shared messaging and mutually beneficial alliances.”

    Referring to the high price, he said the look, feel and design intricacy of the movement and not the price mattered.

    Amba says “We are going to use outdoor publicity in Bangalore and Bombay, while in Delhi the focus would be print. We are choosing large hoardings and good locations.”

    Ducati Motor holding S.p.A B.U. director apparel & brand development Lucio Attin? said, “We are delighted that a great company such as Titan selected the brand Ducati to launch a new collection of sport inspired watches in India. This represents the confirmation that Ducati is more and more a global brand expressing the values of sport, style and performance, well beyond the boundaries of the motorcycle world.”