Join BikersUnite Submit your own news & stories easily at 'Submit Story' above.
‘Dhoom’ and ‘Dhoom 2’ have
Advertisement
without a doubt, sparked off a craze for bikes that the Bajajs and Hero Hondas of the world must have surely benefited from. If nothing else, at least the communication for the upgraded version of the Bajaj Pulsar, the 200 cc Pulsar DTS-I, reflects remnants of a vroom or two from the movie.
Bajaj Auto had launched the Pulsar in 2001, which saw the ‘Definitely Male’ campaign creating waves in the industry circuit. Then in 2004, the Pulsar DTS-I was launched on the premise of ‘Fear the Black’.
“Bajaj Pulsar has always concentrated on two premises – male naughtiness and performance,†says Amit Nandi, general manager, marketing, Bajaj Auto. Therefore, the focus has been on either or both of these traits.
To announce the launch of the new variant, the concept of free-biking has been introduced into the communication. Says Abhijit Avasthi, group creative director, O&M, Mumbai, “Free-running is considered the perfect test for an athlete’s strength in the UK. Free-biking is a concept which we coined keeping that in mind.†Free biking essentially is the test of a biker’s ability to maneuver his bike anywhere he wishes to.
Discuss Add this link to... Kill Story
Comments