Bajaj Auto marks 25 years of Pulsar with a global crowdsourced campaign

PUNE: Few motorcycles get to celebrate a silver jubilee, and fewer still get to do it by handing the microphone to their customers. Bajaj Auto has marked 25 years of the Pulsar with the launch of “My Pulsar Story”, a global social media campaign inviting riders from Mumbai to Mexico City to share the journeys the bike has taken them on.

The premise is simple, and rather shrewd. Rather than running a straightforward nostalgia campaign built around the brand’s own achievements, Bajaj Auto is letting owners do the talking. Riders can post photographs, reels, videos, artwork, music, performances or AI-generated content using the hashtag #MyPulsarStory and tagging @mypulsarofficial, running from 21 July to 4 September 2026. Selected entries, spanning everyday riders, creators, long-time owners and celebrities, will be featured across Pulsar’s global social channels, with weekly prizes on offer and one winner from each participating country walking away with a brand-new Pulsar NS400Z.

The numbers behind the nostalgia are substantial. Since its debut in 2001, Pulsar has sold over 2 crore units and helped anchor Bajaj Auto’s presence in more than 100 countries, spanning a portfolio from 125cc to 350cc. That scale has made it, by Bajaj’s own reckoning, one of the world’s largest sports motorcycle brands, and arguably the model most responsible for making performance biking accessible to an entire generation of first-time riders.

Sumeet Narang, president of marketing at Bajaj Auto, framed the campaign as less about the machine and more about the community around it, describing Pulsar as having inspired a generation to embrace performance motorcycling and built a passionate following that spans countries, cultures and generations. That framing is doing real work here: brand anniversaries usually risk becoming an exercise in corporate self-congratulation, but by handing the narrative to riders themselves, Bajaj Auto sidesteps that trap rather neatly.

There is a broader logic at play too. Bajaj Auto has built its identity around scale and reach, it remains India’s largest motorcycle exporter, with two out of every three bikes sold overseas carrying its badge, and the world’s largest three-wheeler manufacturer besides. A campaign that stretches across continents and invites user-generated content fits a company clearly comfortable thinking in global rather than domestic terms.

Whether “My Pulsar Story” generates the volume of genuine engagement Bajaj Auto is banking on remains to be seen. But as anniversary campaigns go, this one at least understands its own audience: Pulsar owners have always been vocal about their loyalty, and giving them a global stage, and a shot at a new bike, looks like a fairly safe bet.