ITV

Tag: Sumeet Narang

  • Pulsar shifts into creator gear with AI-fuelled Underground platform

    Pulsar shifts into creator gear with AI-fuelled Underground platform

    MUMBAI: If rebellion had an engine, it would probably sound like a Pulsar. Bajaj Auto, the world’s most valuable two- and three-wheeler maker, has fired up a new chapter of youth expression with the launch of Pulsar Underground, an AI-enabled creator platform built for India’s boldest dreamers, doers, and daredevils.

    From stunts and soundtracks to graffiti and AI art, the platform celebrates those who express their individuality by creating not just consuming. Staying true to the brand’s iconic mantra of being “Definitely Daring”, Pulsar Underground takes that spirit off the road and into the creator economy, giving young Indians a digital stage to show off what drives them.

    As captured in the campaign “Duniya Dekhti Hai Tu Dikha”, Pulsar has always urged riders to step out and be seen. Now, with Pulsar Underground, that daredevil DNA goes digital blending performance and creativity for a generation that prefers throttle to theory and reels to routine.

    The initiative opens its doors to over 5,000 creators across India, inviting them to take on challenges across biking, stunts, music, dance, art, graffiti, and even AI. The process is refreshingly simple: pick a challenge on www.bajajauto.com/pulsarunderground, create content, and post it on Instagram using #PulsarUnderground while tagging @mypulsarofficial.

    In true Pulsar fashion, rewards are revved up too. Top creators can win a virtual internship with the Pulsar content crew, a Pulsar NS200 or NS400Z, exclusive merchandise, and Amazon vouchers. The best entries will also be featured on Pulsar’s official social handles alongside leading Indian influencers, an open road to recognition for creators who dare to dream loud.

    What makes Pulsar Underground more than just another content contest is its built-in AI tool suite, designed to simplify creation and enable anyone whether a pro or a beginner to produce polished, high-quality content effortlessly. The brand calls it India’s first AI-powered creator economy IP in the automotive space, merging tech innovation with cultural expression.

    “Pulsar has always inspired riders to be daring and stand apart,” said Bajaj Auto Ltd president of marketing Sumeet Narang. “Pulsar Underground extends that same spirit into the digital space giving India’s creators a platform where performance meets creativity. Whether through stunts, music, dance, or art, this initiative is about turning individuality into influence and spotlighting the next generation of daring talent.”

    At its core, Pulsar Underground isn’t just about likes or hashtags, it’s about creating a movement. It’s where bike engines meet beat drops, and every wheelie, verse, or brushstroke becomes a statement of fearless identity. By fusing the thrill of speed with the power of self-expression, Pulsar is redefining what it means to be “definitely daring” in the digital age.

    With this campaign, Bajaj Auto doesn’t just continue to lead on the road, it also accelerates into India’s creator culture, giving young talent the tools and the throttle to push boundaries.

    Because when the underground roars, the world looks up and Duniya Dekhti Hai Tu Dikha gets a whole new meaning.
     

  • Bajaj Pulsar rides into spotlight with a bold new message, Duniya Dekhti Hai. Tu Dikha

    Bajaj Pulsar rides into spotlight with a bold new message, Duniya Dekhti Hai. Tu Dikha

    MUMBAI – Bajaj Auto Ltd. has launched its latest campaign for Pulsar with a bold message for India’s youth: Duniya Dekhti Hai. Tu Dikha.

    Today’s youth are surrounded by secondhand experiences, be it through AI-generated content, influencer lives, or gamified thrills. But deep inside, they crave something real, raw, and felt first-hand.

    They don’t just want to watch someone else take risks. They want to feel the rush themselves. Because authenticity isn’t just a buzzword, it’s a rebellion.

    In a world chasing synthetic highs — reels, simulations, virtual thrills — Pulsar reignites the raw, unfiltered joy of real performance and real power. With every ride, it reminds riders what it feels like to achieve something genuinely thrilling — not virtually viewed, but physically conquered.

    The campaign urges viewers to break out of the spectator mindset – to put down their phones and pick up their imaginations. Because for this generation, the ease of consumption is a trap. It’s in the discomfort of creation that they come alive. Whether it’s content, ideas or identity, what it boils down to is that it’s new and unapologetically theirs.

    The film’s powerful imagery is supported by a compelling story: Pulsarmaniacs do not merely follow trends, they create them. Equipped with unparalleled power and precise performance, the Pulsar becomes more than a machine – it is a declaration; a call to action to join forces with those willing to take a stand, get noticed and assert themselves.

    Speaking on the occasion, Sumeet Narang, president, marketing, Bajaj Auto Ltd., said, “With ‘Duniya Dekhti Hai. Tu Dikha,’ we’re speaking to a generation that’s tired of borrowed experiences and filtered realities. Today’s youth crave the real rush — something raw, personal, and unfiltered. Pulsar has always stood with those who don’t just watch from the sidelines but choose to feel the thrill first-hand. This campaign is a tribute to that spirit — bold, original, and fiercely authentic.”

    At a time when blending in is easy and standing out takes guts, Pulsar refuses to settle for the ordinary. It stands against passivity, conformity, and being just another face in the crowd. It champions those who lead with originality, who create instead of copy and who ride not just to move but to make a mark. Because, Duniya Dekhti Hai. Tu Dikha.

  • Indian navy riders embark on 1,649 km Dare2 rally with Bajaj Auto

    Indian navy riders embark on 1,649 km Dare2 rally with Bajaj Auto

    MUMBAI: In a celebration of daring spirit and patriotism, 15 Indian Navy riders began the 1,649 km Dare2 rally on Bajaj Auto’s Pulsar NS400Z motorcycles. The journey, from Visakhapatnam to Ayodhya, started on 13 January  2025, and aims to connect the armed forces with local communities while inspiring youth to serve the nation.

    Flagged off by vice-admiral Sameer Saxena, AVSM, NM, chief of staff, Eastern Naval Command, at the Eastern Fleet Headquarters, the rally’s route includes key stops like INS Chilka, a vital maritime defense post.

    Bajaj Auto  president of marketing Sumeet Narang  expressed pride in supporting the armed forces, stating, “Our collaboration inspires youth to follow the selfless path of serving the nation.” Vice Admiral Saxena lauded the partnership for fostering unity and patriotism.

    The Pulsar NS400Z, known for its performance and versatility, enables riders to navigate diverse terrains with ease. The rally concludes on  26 January 2025, at the Dogra regiment in Ayodhya, marking India’s seventh sixth Republic Day and honoring the armed forces’ role in national unity.

  • Castrol associates with KTM to enhance performance

    Castrol associates with KTM to enhance performance

    Mumbai: Castrol has teamed up with KTM, a premium motorcycle brand. Castrol POWER1, the company’s performance lubricant will be powering the upcoming second season of its much-awaited KTM Cup 2024 as the official performance partner. This association is strategically aligned with the brand’s increasing focus on driving and strengthening performance motorsports in India. KTM Cup is India’s largest Racing Championship that attracts participation from all over the country.

    On this energetic partnership, Castrol India Ltd VP and head of marketing Rohit Talwar said, “I am excited to unveil our dynamic collaboration with KTM as a performance partner. As a first we will be powering the electrifying KTM Cup Season 2. This collaboration epitomizes our dedication to excellence and innovation in performance engine oils. By joining forces, we’re not just sponsoring a race but unleashing the full potential of KTM riders and machines alike. Get ready to witness the fusion of speed, precision, and endurance as Castrol’s cutting-edge technology meets the challenge of the track. This tournament will redefine the limits of performance, showcasing the unrivalled capabilities of Castrol in powering the KTM champions to victory.”

    On this collaboration, Bajaj Auto Ltd president and BU head-probiking (KTM) Sumeet Narang said, “The second season of the KTM CUP represents KTM’s ongoing commitment to fostering a vibrant racing culture among enthusiasts. With over 1,000 proud KTM owners participating in the inaugural season, we’re excited to continue this journey with even greater fervor. As racing lies at the core of KTM’s DNA, boasting an impressive 341 plus world championship titles across various formats, our collaboration with Castrol engine oils as our Performance Partner further solidifies our dedication to excellence on the track. Together, we’re set to welcome women and amateur riders, fulfilling our promise of nurturing talent and turning ambitious enthusiasts into seasoned pro-bikers. As anticipation mounts for another adrenaline-fueled racing extravaganza, we invite fans across India to join us in the excitement of KTM CUP Season 2, where the thrill of racing awaits!”

    The on-ground selections for India’s largest racing championship will be held in four cities starting from Coimbatore on 22 to 24 March, Delhi on 13 and 14 April, Mumbai from 26 to 28 April, and Kolkata on 11 and 12 May 2024.

    Castrol’s long-standing legacy in moto-sports led to the development of Castrol’s POWER1 lubricants, designed specifically to enhance performance of motorcycles. The association with KTM Cup 2024 will substantially exhibit the power and prowess awarded by Castrol POWER1 range of lubricants. After rigorous pan-India selections and final race, the final winners of the KTM Cup 2024 will have a chance to be trained by MotoGP legends and champions at the Red Bull Ring in Spielberg, Austria.

  • Bajaj Auto to use digital, on-ground activities to promote new KTM 790 Duke

    Bajaj Auto to use digital, on-ground activities to promote new KTM 790 Duke

    MUMBAI: The economic slowdown will not impact the performance of KTM 790 Duke, Bajaj Auto Ltd senior manager (probiking) Vikas Iyer told Indiantelevision.com just after the launch of the superbike in nine cities-Mumbai, Pune, Surat, Delhi, Kolkata, Bengaluru, Hyderabad, Chennai, and Guwahati.

    He said that there are only around 2 lakh superbikes in the country right now, and the riders of those are actively willing to level up. However, the brand is providing easy ownership options to the buyers through the tie-up with Bajaj Auto Finance Ltd, keeping in mind the impact the current economy might be having on the budgets of enthusiasts. “Going ahead, we are going to have a lot of our dealerships tying up with local financial service providers as well,” Iyer revealed.

    Iyer shared that the brand will be focusing highly on digital and on-ground activation activities for the select consumer base they are planning to target. He mentioned that the brand doesn’t spend much on marketing, but the budgets are equally divided between digital and on-ground activities.

    “In three months, we will be starting off with super rides and super track dates, which are to give the customers first-hand great riding experience on roads, highways, and on tracks. We are planning to give the riders an in-depth track race sort of experience to make them understand what the 790 Duke is capable of doing. It is going to be a sort of mentoring session,” Iyer said.

    Iyer also shared that that brand has just started off with its influencer marketing activities as well to target the biking enthusiasts on social media.

    “We are interacting with influencers who are helping us create a lot of content. In fact, it (superbiking) is a space where they also are trying to venture (in a bigger, better way), and we are trying to figure out what we could do together; how we can make fans out there, better bikers,” he quipped.

    The KTM 790 Duke was launched in Mumbai on Monday. Also present at the launch was Bajaj Auto Ltd president (probiking) Sumeet Narang who indicated that the brand will soon be launching a few more products in the 200-390 cc section in the coming months.

    He also hinted towards the development of select products for the biking enthusiasts in the adventure tourism space, which might be launched in the coming 12 months in India.

  • Bajaj V’s new film paid homage to soldiers this Martyrs’ Day

    Bajaj V’s new film paid homage to soldiers this Martyrs’ Day

    MUMBAI: Bajaj V, the bike forged with the invincible metal of INS Vikrant launched the ‘Postcards of Pride’ film under its famous ‘Invincible Indians’ series.

    Through the film, Bajaj V asked all Indians to spare a moment to remember our martyrs who laid down their lives in military combat since 1947. It urged them to respect our martyrs’ memories, by lighting a candle outside their own homes at 8 pm on 23 March – Martyrs’ Day.

    22,000 of our soldiers have sacrificed their lives to protect our lands and borders, till date. Over the course of time, we as a nation, tend to move on with our grief of losing our brave men. One man, however, decided to honour our martyrs and their families’ great sacrifices. The campaign captures the story of Jitendra Singh Gurjar, a Surat-based security guard who has been writing postcards to martyrs’ families for the last 19 years. Till date, he has written letters to 4000 families. Through the film, Bajaj V conveyed a message of all Indians to come together on Martyrs’ Day at the same time to pay a tribute to our soldiers.

    Bajaj Auto vice president of marketing (Motorcycles) Sumeet Narang says, “Bajaj V has created invincible Indians, a platform to showcase the stories of solid Indians who, by their resolve and determination, performed extraordinary acts for our society. We feel that like Medicine Baba, Ambulance Dada and others, Jitendra Singh Gurjar is also a true invincible Indian and hope that his story will inspire millions of Indians to do their bit to pay tribute to our martyrs.”

    Leo Burnett South Asia chief creative officer Rajdeepak Das adds, “As humans, we are prone to grieve about something momentarily if it is far removed from our own lives. We fail to internalise that even a single martyr’s death is our collective misfortune; it is an eventuality that happened only to keep us safe. Bajaj V and Leo Burnett India wanted people to honour our soldiers’ memories and say a silent thanks to them on Martyrs’ Day. We may never become Jitendra Gurjar ourselves, but we can definitely try. The brand has done a brilliant job of paying homage to our forgotten heroes, and I’m sure this humankind idea will urge Indians to light a candle outside their homes on 23 March.”

  • Dominar400 continues to hyper-ride in latest ad

    Dominar400 continues to hyper-ride in latest ad

    MUMBAI: Unlike many other big bikes available in the market today, Dominar 400 is an ideal blend of size and performance. It is built to take biking to a new level, not experienced by most riders in India.

    The earlier ‘Haathi Mat Palo’ campaign juxtaposed Dominar against the traditional notions of big bikes in a tongue-in-cheek way using the ‘Haathi’ analogy. The phrase had stirred a dormant sentiment amongst the biking fraternity and had put forth a new language of biking, Hyperriding.

    Old Haathi TVC:

    To emphasise on hyper-riding further, the new campaign is designed to highlight Dominar benefits like long distance riding comfort, precision control, high speed agility, off-roading capabilities, modern technology features. The campaign questions the ardent followers of traditional big bikes about their choice by highlighting these specific shortcomings and encourage them to move on to modern day motorcycling.

    Bajaj Auto VP marketing Sumeet Narang says, “Long distance and leisure touring has been devoid of modern motorcycling technology and performance in our country. By offering size as well as superlative performance, Dominar attempts to redefine and raise the biking standards in the country. While our first campaign provoked riders to answer a question – what’s size without performance?, this follow-up campaign further establishes what are the essentials of new age long distance touring. Each film taps on a pain point faced by the riders on traditional big bikes and how Dominar with its hyper-agility, control, performance and technology, makes it a perfect hyper-riding machine.”

    The campaign is out with three films and will be followed up with some more ads over the next few weeks.

    Ogilvy West India chief creative officer Sukesh Nayak adds, “The ‘Haathi mat Palo’ campaign started a new conversation amidst the biking community. A conversation that put technology before tradition. The sequel of this campaign takes the story further. Each story is based on a true insight. Told in a most memorable manner, these stories will provoke the riders to rethink what they will choose to ride when they go touring.”

    The campaign will be supported on TV with a whole bunch of outdoor and digital initiatives.

    So next time you are thinking about going on a long ride, don’t just go riding…go hyper riding.

  • Bajaj Avenger tackles demonetisation in latest campaign

    Bajaj Avenger tackles demonetisation in latest campaign

    MUMBAI: Since the demonetisation drive that was announced about a month ago, everyone is busy and caught up trying to find their wealth, namely materialistic wealth, but there is wealth beyond the usual definition that is spread out all around us. The mountains, the streams, the autumn leaves and nature as a whole. This is what the latest Bajaj Avenger film captures.

    Commenting on the need for the film, Bajaj Auto marketing VP Sumeet Narang said: “We, as a brand, understand Avenger riders really enjoy and cherish riding and value experiencing outdoors. They seek treasure on either mountain tops or some sunny beaches. When demonetization took the country by storm, we saw the subject of wealth accumulation from the riders’ perspective.” The film, conceptualised by Mullen Lintas Mumbai, highlights the underlying message of #RideDontHide.

    Commenting on the film, Mullen Lintas Mumbai EVP Ayyappan Raj said, “Bajaj Avenger has been engaging on social media with topical messaging for almost a year now – from IPL to Social Media Day to Brotherhood Day. And it has worked quite well for the brand. This time, there’s a POV that’s very true to the biker’s attitude/outlook and sincere to the brand belief. How does the Avenger rider look at wealth is the perspective that we’ve brought out in the current context. It’s already got a good response and has received positive comments & feedback.”

    Highlighting the creative thought process behind the campaign, Mullen Lintas NCD Shriram Iyer said, “A rider’s wealth is the experiences he collects while riding. Riding brings us closer to the wealth of nature. The current conversation about black money allowed us a powerful context to make this point. Acknowledging the beauty of the world around us will.”

    The video film has been launched on online platforms and has received a favourable response from the viewers in a very short span of time.

  • Bajaj Avenger tackles demonetisation in latest campaign

    Bajaj Avenger tackles demonetisation in latest campaign

    MUMBAI: Since the demonetisation drive that was announced about a month ago, everyone is busy and caught up trying to find their wealth, namely materialistic wealth, but there is wealth beyond the usual definition that is spread out all around us. The mountains, the streams, the autumn leaves and nature as a whole. This is what the latest Bajaj Avenger film captures.

    Commenting on the need for the film, Bajaj Auto marketing VP Sumeet Narang said: “We, as a brand, understand Avenger riders really enjoy and cherish riding and value experiencing outdoors. They seek treasure on either mountain tops or some sunny beaches. When demonetization took the country by storm, we saw the subject of wealth accumulation from the riders’ perspective.” The film, conceptualised by Mullen Lintas Mumbai, highlights the underlying message of #RideDontHide.

    Commenting on the film, Mullen Lintas Mumbai EVP Ayyappan Raj said, “Bajaj Avenger has been engaging on social media with topical messaging for almost a year now – from IPL to Social Media Day to Brotherhood Day. And it has worked quite well for the brand. This time, there’s a POV that’s very true to the biker’s attitude/outlook and sincere to the brand belief. How does the Avenger rider look at wealth is the perspective that we’ve brought out in the current context. It’s already got a good response and has received positive comments & feedback.”

    Highlighting the creative thought process behind the campaign, Mullen Lintas NCD Shriram Iyer said, “A rider’s wealth is the experiences he collects while riding. Riding brings us closer to the wealth of nature. The current conversation about black money allowed us a powerful context to make this point. Acknowledging the beauty of the world around us will.”

    The video film has been launched on online platforms and has received a favourable response from the viewers in a very short span of time.