Brands
Bajaj announces the launch of new Brooklyn Black range via Instagram, YouTube
Mumbai: Bajaj Pulsar prepared to add two new bikes to their roster – the P250 Brooklyn Black and N160 Brooklyn Black. The challenge – to create enough anticipation around the launch of the all-black range of bikes.
To captivate bike enthusiasts for the upcoming launch, the Ogilvy Content Force & Bajaj Pulsar emulated an eclipse across their Instagram page. For an entire week, Pulsar’s Instagram feed showcased a moon with phases of an actual eclipse. Amidst the shadow, a silhouette of a bike emerged, enticing viewers about a likely launch, soon to be revealed.
With each passing day the eclipse phased closer to completion, unveiling a clearer glimpse of the upcoming mystery bike. For the next two days, the audiences were kept eagerly waiting for the moon to be entirely eclipsed. Finally, after a week-long wait, the viewers were treated to the all-new N160 Brooklyn Black on 22 June and then the P250 Brooklyn Black on 24 June.
Continuing with the eclipse theme on YouTube, the brand also overshadowed other biking videos on the platform. On the launch day, YouTube mid-roll ads were placed to create an eclipse effect over the reviews and videos of other competitor bikes, with a provocation that an Eclipse has taken over the streets and their video. The CTA button would lead them onto the website that revealed the bike details and invited inquiries.
This activity spiked the engagement amongst the pulsarmaniacs – a fitting welcome for the Bajaj Pulsar P250 and N160 Eclipse.
Brands
KITKAT India teams up with One Piece for anime-led campaign push
On-pack characters and digital film tap into India’s fast-growing anime wave
MUMBAI: KITKAT India has joined forces with the globally popular anime One Piece, rolling out a new campaign that brings fan-favourite characters onto its packaging in a bid to connect with India’s rapidly expanding anime audience.
The collaboration sees iconic characters from the series featured on KITKAT packs, adding a playful twist to the brand’s long-standing “take a break” proposition. By blending pop culture with confectionery, the campaign aims to make everyday breaks feel a little more adventurous.
The launch is anchored by a digital-first film released across YouTube and Meta platforms, supported by a broader push spanning outdoor media and interactive social content. The multi-platform rollout reflects a clear attempt to meet younger audiences where they already spend their time.
Nestlé India head confectionery business Gopichandar Jagatheesan said, “Anime is a rapidly growing genre in India, and we are excited to collaborate with one of the most popular shows, One Piece. Having championed breaks for decades, KITKAT now takes them to the next level, making every break more epic with the world of One Piece.”
The move comes at a time when anime is shifting from niche interest to mainstream entertainment in India, with brands increasingly tapping into its cultural currency to stay relevant with younger consumers.
By pairing a globally loved anime with an equally recognisable chocolate brand, KITKAT’s latest outing signals a simple idea with strong appeal. In a crowded market, even a small break can turn into a big moment when it comes with a side of fandom.
