I had written about a quarter back that how the companies across India are increasingly focusing on the corporate brand identity and not just its brands. The advertisements have been carrying the main logo in the end to make a uniform mental impression and instigate a consumer bookmark. Latest to join the wagon is Bajaj Pulsar.

In the wonderfully executed latest TVC, the ad gets what it was made for. Good videography, professional stunt riding and well planned choreography make quite a display, even when the riders are mounted on machines with a mere 200cc of engine capacity. In case you were wondering, that 0.2-liter manages 18 horsepower, which looks to be plenty to have fun with, especially as I have been really happy with the 13.3bhp (@8000rpm) from my darling Honda Unicorn.

Story of success for Pulsar starts with the elder son of Rahul Bajaj coming to India and pushing for higher power bikes. Bajaj had been making mainly scooters and had small range of bikes with technological collaboration with Kawasaki. To prove himself, Rahul gave his son Rajiv (fresh post-grad in engineering from Warwick then) made a new plant - Chakan (near Pune). And that is from where a new bike called Pulsar rose from the ashes of Bajaj Scooters! And a good part of the success is also attributed to the 'Definately Male' campaign made by O&M for bike's launch.

According to agencyfaqs, the birth of the "Definitely Male " campaign is interesting. The creative honchos found the new product from Bajaj distinctly different. It was Bajaj's first bike without Kawasaki label. The new bike was an R&D and design marvel. Pulsar was designed by the renowned design house Tokyo R&D. O&M knew that the communication of this brand should also be different.Starting with lot of ideas, O&M stuck upon the Big Idea of India's He-Bike. Although lot of bike take the persona of Macho bikes it was more oriented towards being "sexy". The Big Idea was to position the bike as World's first bike endowed with a Sex ( Gender).Thus born the classic campaign of all times " Definitely Male". The campaign together with the design and performance catapulted the brand into stratospheric sales level.

Bajaj targeted the 18-24 with Pulsar but later found that the brand appealed to a much older audience. This helped Bajaj to change its target audience to 21-35 years.

Unlike its old ways of doing things, Bajaj did not rest with the laurels. It knew that Pulsar is the golden key to control the entire bike market. Hence Pulsar got undivided attention from the company. In 2003 another milestone event happened in the product lifecycle of the brand. Bajaj launched its new technology DTSI. DTSi stands for Digital Twin Spark Ignition which delivered more power and efficiency. The increased performance of the brand took Pulsar to greater heights. 2004 and 2005 saw some cosmetic changes in the brand which excited the customers and thus cementing Pulsar's position in the market.

I agree with Bajaj here that its high time they start focusing on the brand image of Pulsar. The adverts now need not to target sales but the brand building - to make Pulsar reach the status of a cult bike. These kinds of adverts, mainly seen from biggies like Nike, Coca Cola, Dove etc make you gasp and maybe even clap! And this ad is no less. Take a look here (ad culled from YouTube)

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