Mumbai: Bajaj Auto, an Indian motorcycle manufacturer present in over 70 countries, has launched its flagship 400cc motorcycle, the Pulsar NS400Z. In the competitive middle-weight motorcycle market, the Pulsar NS400Z stands out with its performance and features. Priced at 1,85,000/- (ex-showroom), it offers impressive power-to-weight and power-to-price ratios.
The motorcycle's performance, features, design, and pricing make it appealing to young riders, encouraging them to follow their own path. The brand has transitioned from the 'Definitely Male' platform to the more inclusive 'Definitely Daring' with the new message – Chala Apni.
The new campaign is designed to inspire, encouraging individuals to follow their own path, take a stand, and challenge norms. The accompanying film is both adrenaline-infused and thought-provoking, aligning with the Pulsar brand's image.
Speaking on the campaign, Bajaj Auto CMO Deepika Warrier shared, “The Pulsar and especially the NS sub-range have always been seen by their riders as an expression of their identity. We are using the new campaign to launch the NS 400 Z and to celebrate our young riders’ mentality –their need to master their own lives, resist societal pressures, and make daring & uncomfortable choices. The ‘Chala Apni’ campaign strategy is the outcome of extensive cultural insighting work and aims to inspire Indian youth to express their “Inner Roar” and follow through on daring life choices. The campaign also celebrates the bond between the rider and the Pulsar NS 400 Z, which is a beast of a ride that combines category-beating power, speed, control & style.”
Ogilvy India CCO Sukesh Nayak shared his insights, “At Pulsar we have always dared to do different. So this time, for its latest offering, for the most advanced Pulsar ever, we have dared to put the rider in the centre. ‘Definitely Daring’ is a platform, an inclusive space that will help inspire the riders to follow their own calling and not just be followers. Chala Apni is not just a campaign line but hopefully an inspiration for the riders out to their to listen to their heart and not their mind.”
