Bajaj Pulsar back in O&M’s custody

Following a review by Bajaj Auto, it has been decided that O&M will make the next ad campaign for the Bajaj Pulsar. This is the second time that O&M will be handling the Pulsar brand. Prior to this, O&M had worked on the motor bike’s launch campaign in 2001.

At present, Bajaj Auto has three agencies on its panel for its motorbikes, Leo Burnett, Lowe and O&M.

As reported earlier by agencyfaqs!, Bajaj Auto reviews its advertising duties around every six months or a year, either when a product has been upgraded or when a new product is to be launched. All three agencies are briefed by Bajaj Auto and the one with the best idea makes the ad campaign for the brand.

O&M has been selected because of its “powerful and relevant idea”, say Bajaj Auto officials. Prior to O&M’s selection, Leo Burnett was making the TVCs for the Bajaj Pulsar.

The Pulsar was launched in November 2001 as a premium bike for males in the age group of 18-24 years, which attracted the student population primarily. “But now, with our upgraded versions of the bike in the market, students form only 25 per cent of the total TG for this bike,” says S Sridhar, vice-president, marketing, Bajaj Auto. The TG has now been expanded to a more generic audience, with the age band moving up to 35 years.

The agency will continue on the ‘Definitely Male’ platform for the new campaign – “that positioning will not change”, says Sridhar.

In addition to the Pulsar, Bajaj Auto had also briefed the three agencies on two new models, the Bajaj Crystal and the Bajaj Pulsar DTS-Fi (an upgraded version), both of which are waiting to be launched. A decision on which agencies will handle these two is expected in the coming weeks.

At present, Lowe handles most of the Bajaj portfolio, with brands such as the Avenger, Discover, CT-100, Platina and Wind 125 in its kitty.

© 2006 agencyfaqs!