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Tag: Pulsar

  • Bajaj Auto ropes in marketing chief to rev up brands

    Bajaj Auto ropes in marketing chief to rev up brands

    PUNEL:  India’s third-largest motorcycle maker has hired Kia India’s head of marketing and public relations to spearhead its marketing as well as kick start its sports bike brands further, as competition intensifies in the premium two-wheeler segment.

    Shakti Upadhyay has joined Bajaj Auto as vice president for brands. His first task will be to take charge of the company’s sports motorcycle portfolio including the once-dominant Pulsar and premium Dominar ranges. The appointment comes as Bajaj battles declining market share in key segments whilst rivals like TVS Suzuki and  Honda gain ground.

    Upadhyay spent over seven years at Kia India, where he orchestrated the south Korean carmaker’s transformation from unknown challenger to household name. Under his stewardship, Kia launched the Seltos compact SUV, Sonet sub-compact SUV, and Carnival MPV, helping the brand capture nearly 4 per cent of India’s passenger car market within five years.

    His track record includes award-winning campaigns that blended “bold positioning with emotional storytelling.” At Samsung Electronics, where he spent eight years before Kia, Upadhyay led marketing for consumer durables including premium television ranges.

    Bajaj’s hire signals urgency in revitalising brands that once dominated Indian roads. The Pulsar, launched in 2001, pioneered the performance motorcycle segment but has faced intensifying competition from Honda, and TVS Motor.  Dominar, positioned as a touring motorcycle, has struggled to gain traction since its 2016 launch.

    The Pune-based company’s motorcycle business has faced headwinds as consumers increasingly favour electric vehicles and premium brands. Bajaj’s domestic motorcycle sales fell eight per cent year-on-year in the first half of 2024, whilst competitors expanded market share.

    “Bajaj has always stood for innovation, performance, and a strong challenger spirit,” Upadhyay said in a LinkedIn post announcing his appointment. He emphasised plans to deepen “brand love” and drive “global ambition” for the motorcycle portfolio.

    The marketing veteran’s mandate extends beyond just the domestic market.  Bajaj exports motorcycles to over 70 countries, with international sales contributing roughly 40 per cent of total volumes. The company has a particularly strong presence in Africa and Latin America through partnerships and local assembly operations.

    Upadhyay’s appointment reflects broader industry trends as traditional automotive companies hire  talent from successful challengers. His experience launching new brands in competitive markets could prove valuable as Bajaj seeks to reinvent mature product lines whilst expanding into electric vehicles.

    The company faces particular challenges in the 125-250cc segment even as electric vehicle startups like Ola Electric and Ather Energy have begun encroaching on urban commuter segments traditionally dominated by conventional motorcycles.

    Industry analysts suggest Bajaj’s brand revival efforts will need to balance heritage appeal with contemporary relevance, particularly among younger consumers who increasingly view motorcycles as lifestyle statements rather than purely utilitarian transport.

  • 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.”