O&M’s Pulsarmania TVC won the Storyboard Commercial of the Year at CNBC-TV18 Overdrive Awards 2009. The awards adjudged the Pulsar TVC as the best commercial in auto sector.
Neel Chowdhury, VP, Marketing, CNBC-TV18 and CNBC Awaaz, said, “These Awards have earned the unparallel distinction of being the widely recognised benchmark. The theme, Future is Green, aims at highlighting the importance of adopting the environment-friendly technology.”
Abhijit Awasthi, NCD, O&M received the award from Piyush Pandey, Executive Chairman and NCD, O&M India and Anuradha Sengupta, host, Storyboard.
Awasthi said “The trick was to show something that the bikes were capable of doing. The best thing about this ad was that it probably sums up why anyone would want to own a Bajaj Pulsar, it’s an extension of the classic biking tradition.”
Eight years ago, when Bajaj Pulsar hit the Indian bike market, it aimed at being much larger than just a bike, and Bajaj Auto knew how it wanted to do this. It was by creating a certain image and attitude about the bike that would make the bike rise way above its peers.
Bajaj Auto, the second largest two-wheeler company in the company, had two smart quotes in its marketing initiative for Pulsar. The first path was to make the owners of the Pulsar attractive to women with the ‘Definitely Male’ tagline. The other path endorsed the ‘Distinctly Ahead’ tagline.
South African director Lourens Van Rensburg of Velocity Films was selected because he is both an able director and that he understands the language and psyche of bikes.
The TVC was shot in Cape Town, South Africa. The creative team from O&M Mumbai included Rajneesh Ramakrishnan and Manoj Shetty. The choreography was done by Alan, the bikers and the director himself. The music score was lent by Paul Norwood of Audio Militia.