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Our Bureau

Mumbai April 12 Bajaj Auto today unveiled its all-new campaign for the 200-cc Pulsar DTS-I. The new 90-second television commercial is focused on the `free-wheeling' concept, where there are no obstacles — only challenges. The campaign, seeking to redefine biking in India and elevate its performance benchmarks, is all set to roll out on all leading television channels on Friday.

Commenting on the new campaign, Mr Amit Nandi, General Manager-Marketing, Bajaj Auto, said: "With the Pulsar 200 we want to take biking to another orbit through a distinctive product and a distinctive communication. The concept of "free-biking" is as discontinuous as the product and we are sure our customers will like it as much as we do."

Set to pulsating Arabic music in idyllic Havana, Cuba, the commercial tells a dramatic, albeit realistic journey of two bikers as they negotiate the back lanes of the exotic metropolis to avoid a massive traffic jam. They constantly look for new routes no matter how impossible they seem.

Their precision in handling the bikes sometimes defy gravity but most times is about balance, accuracy and a sense of daring that only comes with being comfortable with their bikes.

Stunts that are exclusive to motocross bikes will now be seen on the street bike, Bajaj Auto Pulsar. Captured by hand-held shots, rather than set-ups, the stunts appear realistic. The Bajaj Pulsar 200 is exclusively available at select pro-biking showrooms across the country.

More Stories on : Advertising | Two/Three Wheelers | Bajaj Auto Ltd

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