Bajaj Pulsar Unleashes ‘Chala Apni’ Campaign to Ignite Young India

Bajaj has introduced a new brand campaign for its Pulsar series titled ‘Chala Apni.’ This campaign coincides with the launch of the flagship Pulsar NS400z and reflects a shift in the brand’s tagline from “Definitely Male” to “Definitely Daring,” aligning with the evolving attitudes of today’s youth.

Since its introduction in 2001, the Pulsar brand has played a significant role in shaping the sports motorcycling segment in India, known for its blend of design, performance, and memorable advertising. The ‘Chala Apni’ campaign is designed to connect with the individualistic nature of contemporary youth, focusing on themes of self-expression and personal choice. The campaign presents the Pulsar as a partner for those who seek to navigate societal expectations and assert their autonomy.

Deepika Warrier, Marketing Head at Bajaj Auto, commented on the campaign, “The Pulsar and especially the NS sub range have always been seen by their riders as an expression of their individual identities. We are using the new campaign to launch the NS400z and to celebrate our young riders’ mentality – their need to master their own lives, resist societal pressures, and make daring and uncomfortable choices. The ‘Chala Apni’ campaign is the outcome of extensive cultural 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 NS400z, which is a beast of a ride that combines category-beating power, speed, control and style ”

Sukesh Nayak, Chief Creative Officer at Ogilvy India, added: “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 them to listen to their heart and not their mind.”

The ‘Chala Apni’ campaign seeks to engage audiences with a visual and auditory experience that aims to inspire, setting itself apart in the current advertising landscape. Through this campaign, Bajaj Pulsar continues to emphasize its connection with young riders and the broader themes of self-expression and personal choice.

Bajaj has already introduced the Pulsar NS400Z in India at a price of ₹1,85,000. The biggest model in the Pulsar lineup is powered by the same 373cc engine found in the Dominar 400, delivering 40 PS at 8,800 rpm and 35 Nm of torque at 6,500 rpm. This engine is mated to a 6-speed gearbox featuring a slip-and-assist clutch. The bike is equipped with a 12-liter fuel tank and boasts a claimed top speed of 154 km/h.

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