Bajaj Pulsar 220 - The fastest Indian

A new phase of advertisement execution has been pioneered by Bajaj pulsar 220s new ad in the Indian market.

It is one of the highest CC bike from an Indian manufacturer to be launched in India.

The new ad showcases the bike with an international appeal. The ad seems to have been shot in the cowboy belt of Texas. Another point is that the ad shows the bike for approximately just about 10 seconds in an ad time of a minute. The ad isn’t making an emotional or a practical pitch. These types of ads are prevalent in the western developed world where the audiences have matured to advertisements. It’s a first-of-its-kind in India.

The ad ends with the words, “the fastest Indian”. For the first time, an Indian bike has boasted of the ‘speed’ feature. This has differentiated the bike from other bikes. This is a new thing too for Indian customers. Till now all bikes talked about mileage, looks, safety, comfort and other features since speed has never been a forte of these bikes due to their small cc engines. The new bike ventures into a very high cc category for Indian bikes where it doesn’t find any competition currently from Indian bikes atleast. There are other bikes with higher cc, but they are not as commercially viable as this in terms of looks, price and comfort.

The ad would definitely appeal to the urban young in the age group of 18-25 and surely influence them in buying the speed machine. The current scenario in the bike industry is changing...its not only mileage or looks but "SPEED" is considered the important factor among youths...

Analysis
As per my analysis of the ad it reflects the freudian theory of ID personality..."The fastest Indian" term states that if you own a Bajaj Pulsar 220 you would be the fastest Indian...In earlier times, speed has never been considered as the important factor in the Indian two wheeler market but currently the youth are attracted to speed and can go to any extent to own a speed machine. It also reflects with the current change in the Indian two-wheeler market where newer models are introduced keeping the SPEED factor in mind as the demand is increasing and oppurtunity to grasp a chunk of the market share.

Posted by: Vinod Mendonca
Batch: X
Roll No: 90