Now this is what I call biking is all about (though parental guidance is necessary). Still Bajaj Auto has done it, I must say. Tagged as “PulsarMania“, the campaign demonstrates the Pulsar’s power, aggression and grace in a never seen before manner. Shot in Cape Town, the stunt team comprises the best riders across the world including AC Farias (World No.2), Matte Griffin etc.

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Though, the video is there in the television but it’s the power of the viral that is turning heads. I would agree with WatBlog who thinks that it has the basic elements to be viral.

  • The WOW Factor of putting the best bike riders of the world into a sleekly designed power machine (if I’m not going overboard).
  • It’s got the shareable factor – Every Pulsar bike owner is going to love this video and is going to become a pulsarmania evangelist and it’s not only them, it’s a video which makes every biker feel special.
  • The brand doesn’t shout at you at all – No bike specs, no mileage figures, no price. It’s for the spirit of biking and showcases Pulsar’s power, aggression and grace.
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But one complain from my side. Why there is no dedicated site for this campaign? If they want it to be a secret viral thing then are those TV ads helping? Anyway, I just love the video.

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Video Posted on: 6th March, 2008, about 40K+ hits in YouTube alone
Agency: Ogilvy & Mather, Mumbai
Creative Team: Abhijit Avasthi, Manoj Shetty, Rajneesh Ramakrishnan
Production House: Velocity Films, South Africa
Director: Lourens Van Rensburg
Music: Paul Norwood, Audio Militia

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