Bajaj Auto Ltd, a global leader in two-wheelers and three-wheelers, has launched a new brand campaign for its renowned Pulsar line, titled ‘Chala Apni’. This campaign follows the successful debut of the Pulsar NS400z and the brand’s shift from “Definitely Male” to “Definitely Daring” in July 2024.
Since its introduction in 2001, Pulsar has set the standard for sports motorcycling in India with its distinctive blend of design, performance, and memorable advertising. The ‘Chala Apni’ campaign celebrates the modern youth’s quest for personal identity and their bold choices, positioning the Pulsar as a companion in their journey to assert their individuality and break free from societal norms.
Deepika Warrier, Marketing Head at Bajaj Auto, explained that the campaign highlights the Pulsar NS400z as a symbol of personal expression and empowerment. It aims to resonate with young riders who seek to overcome societal pressures and make audacious life choices.
Sukesh Nayak, CCO of Ogilvy India, noted that the campaign places the rider at the forefront, aligning with Pulsar’s tradition of innovation and challenging conventions. ‘Chala Apni’ is designed to inspire riders to follow their true calling and listen to their hearts.
Overall, ‘Chala Apni’ is more than an advertisement; it is an engaging audio-visual experience that stands out in the current advertising landscape.