Archive for Pulsar

Knowing the Pulse

Posted in Advertising, Brand, India, Internet with tags , on March 19, 2008 by manuscrypts

Saw the new Bajaj Pulsar ad? I did too, and exept for the music, it didn’t do too much to me. So i asked a few guys who like bikes how they felt about the ad. And they all seemed to love it, and hence the post.

Pulsar will never get my attention, only because i am not interested in bikes, but for its target audience, I think it has done a remarkable job. I did a quick google for their website, and found it quite easily, the video is available for download. Good. But what’s great is that they have loaded the video on YouTube and has (the last time i checked) got almost a lakh views.

Why is it great? Because these are not people who are forced to see it on television because they couldn’t find the remote in time (or are too lazy to flip the channel), these are people who have actively searched for it and then, maybe even forwarded it to their friends. There will also be people like me who went to see where that neat soundtrack came from.

So, the cynic asks, will it actually sell more bikes, especially if the crowd is made up of people like me you who go there to get a soundtrack. Yeah, i still wouldn’t buy it, but I’d rave about the ad to a dozen friends, I will post about it here (even though this is hardly read 🙂 ), and the bikers who don’t know about this will know about it, and when they consider a bike change (maybe this will make them), they will remember the ad. The price, the mileage, the chips inside, all can be shared through the brochure, but not the soul and passion, and thats where I think, the ad scores. Because the rest have become a commodity, that creates a differentiation. Its a good lesson on how social media/web 2.0 can work for ‘even’ bike companies.

And they are right, this is how virals get made, sorry happen.

until next time, pulsating