MAM
Pulsar shifts into creator gear with AI-fuelled Underground platform
MUMBAI: If rebellion had an engine, it would probably sound like a Pulsar. Bajaj Auto, the world’s most valuable two- and three-wheeler maker, has fired up a new chapter of youth expression with the launch of Pulsar Underground, an AI-enabled creator platform built for India’s boldest dreamers, doers, and daredevils.
From stunts and soundtracks to graffiti and AI art, the platform celebrates those who express their individuality by creating not just consuming. Staying true to the brand’s iconic mantra of being “Definitely Daring”, Pulsar Underground takes that spirit off the road and into the creator economy, giving young Indians a digital stage to show off what drives them.
As captured in the campaign “Duniya Dekhti Hai Tu Dikha”, Pulsar has always urged riders to step out and be seen. Now, with Pulsar Underground, that daredevil DNA goes digital blending performance and creativity for a generation that prefers throttle to theory and reels to routine.
The initiative opens its doors to over 5,000 creators across India, inviting them to take on challenges across biking, stunts, music, dance, art, graffiti, and even AI. The process is refreshingly simple: pick a challenge on www.bajajauto.com/pulsarunderground, create content, and post it on Instagram using #PulsarUnderground while tagging @mypulsarofficial.
In true Pulsar fashion, rewards are revved up too. Top creators can win a virtual internship with the Pulsar content crew, a Pulsar NS200 or NS400Z, exclusive merchandise, and Amazon vouchers. The best entries will also be featured on Pulsar’s official social handles alongside leading Indian influencers, an open road to recognition for creators who dare to dream loud.
What makes Pulsar Underground more than just another content contest is its built-in AI tool suite, designed to simplify creation and enable anyone whether a pro or a beginner to produce polished, high-quality content effortlessly. The brand calls it India’s first AI-powered creator economy IP in the automotive space, merging tech innovation with cultural expression.
“Pulsar has always inspired riders to be daring and stand apart,” said Bajaj Auto Ltd president of marketing Sumeet Narang. “Pulsar Underground extends that same spirit into the digital space giving India’s creators a platform where performance meets creativity. Whether through stunts, music, dance, or art, this initiative is about turning individuality into influence and spotlighting the next generation of daring talent.”
At its core, Pulsar Underground isn’t just about likes or hashtags, it’s about creating a movement. It’s where bike engines meet beat drops, and every wheelie, verse, or brushstroke becomes a statement of fearless identity. By fusing the thrill of speed with the power of self-expression, Pulsar is redefining what it means to be “definitely daring” in the digital age.
With this campaign, Bajaj Auto doesn’t just continue to lead on the road, it also accelerates into India’s creator culture, giving young talent the tools and the throttle to push boundaries.
Because when the underground roars, the world looks up and Duniya Dekhti Hai Tu Dikha gets a whole new meaning.
Brands
Jubilant FoodWorks faces Rs 47.5 crore GST demand, plans appeal
Tax authorities flag alleged misclassification of restaurant services
MUMBAI: Jubilant FoodWorks Limited has landed in a tax tussle after receiving a GST demand of Rs 47.5 crore from the office of the additional commissioner of CGST and central excise in Thane, Maharashtra.
The order, issued under the provisions of the Central Goods and Services Tax Act, 2017, relates to an alleged incorrect classification of certain services under the category of restaurant services. According to the tax authorities, this classification resulted in a short payment of goods and services tax for the period between the financial years 2019-20 and 2021-22.
The demand includes Rs 47.5 crore in GST along with an equal amount as penalty, in addition to applicable interest. The order was received by the company on March 13, 2026.
In a regulatory filing to the BSE Limited and the National Stock Exchange of India Limited, the company said it disagrees with the order and believes its arguments were not adequately considered.
The company is preparing to challenge the decision and plans to file an appeal. It added that once the redressal process is complete, the demand is likely to be dropped.
Despite the sizeable figure attached to the notice, the company said it does not expect any material impact on its financials, operations or other activities.
The disclosure was signed by Suman Hegde, EVP and chief financial officer, who confirmed that the company received the order at 19:06 IST on March 13 and has already initiated steps to contest it.
The development places the quick service restaurant major in the middle of a tax debate that could hinge on how certain restaurant-linked services are classified under GST rules. For now, the company appears ready to take the matter from the tax office to the appeals desk.
