Indiantelevision.com Team

(14 April 2007 5:00 pm)

MUMBAI: Bajaj Auto has unveiled their campaign for the 200 cc Pulsar DTS-I, seeking to redefine biking in India and elevate its performance benchmarks.

The new 90-second TVC centers around the 'Free-Wheeling' concept of 'no obstacles' and features high adrenalin action and re-positions Bajaj Pulsar as a leader in performance biking, informs an official release.

Bajaj Auto general manager- marketing Amit Nandi said, "At Bajaj, we believe in continuously re-defining the biking experience. With the Pulsar 200 we want to take biking to another orbit through a distinctive product and a distinctive communication. The concept of "free biking " is as discontinuous as the product and we are sure our customers will like it as much as we do."

On having worked on the creative, O&M's Abhijit Awasti said, "The art direction with the right colors, textures, murals, interesting people -- cars of the distinct make and style on Cuban roads, a room with furniture befitting a Cuban home -- has a certain grit and grunge feel that makes the film more interesting and connects with the performance biker."

Set to Arabian music, in the idyllic sylvan of Havana, Cuba, the commercial entails a dramatic albeit realistic journey of two bikers as they negotiate the back lanes of the exotic metropolis in order to avoid a massive traffic jam that stands in their path. They constantly look for new routes no matter how impossible they seem.

Despite pitfalls, their precision in handling of the bikes sometimes defy gravity but most times it is about balance, accuracy and a sense of daring.

Stunts that used to be exclusive to moto-cross bikes will now be seen on the street bike, Bajaj Auto Pulsar. The stunts do not appear as stunts per se, but realistic moves, that shows how the free-biking riders negotiate the various obstacles to flank the traffic jam.

The Bajaj Pulsar 200 is a sporty machine with extra power, more control and meaty looks. Its 200cc DTS-i engine generates 18 Ps of raw pulsating power to provide riding excitement to performance hungry bikers.