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Asian Marketing Effectiveness Festival 2011
Best sustained success Silver
Campaign
Pulsar & Stunting: Creating India's best selling sports bike
Agency
Ogilvy & Mather Mumbai
Client
Bajaj Auto
Brand
Pulsar
Objectives
India's home-grown Bajaj Pulsar sports motorcycle was in 2004 facing serious competition from Japan's Honda, which controlled 60 percent of the market, and Yamaha, both of which were ramping up their presences with new sports bikes. The Japanese brands had superior racing credentials and Honda by the end of 2004 claimed 30 percent of the performance segment, which until then was dominated by Pulsar. The Indian brand set two big goals to combat the competition: grow faster than the Japanese by outselling Honda and Yamaha combined annually; and make Pulsar a US$1 billion brand by 2010.
Strategy
Realising the brand had a technology disadvantage against Honda and Yamaha, and that those brands were synonymous with racing, Pulsar decided to create a measure for performance that was beyond racing and that connoted performance. By focusing on its uniquely strong attribute of 'handling', Pulsar turned to bike stunting to prove the bike's taut handling, quick throttle response, rugged build, and maneuverability. Through its advertising from 2005 to 2010, the brand used stunting to show its superiority over its Japanese competitors, including a famous 2008 TVC that featured a ballet of bikes. In 2009, Pulsar created Pulsar MTV StuntMania, India's first bike stunt reality show, which ultimately replaced conventional advertising in Bajaj Auto's marketing plan. In 2011, Pulsar became the official sponsor of India's first professional stunt riding team, GhostRyderz.
Results
Despite facing nine brands between Honda and Yamaha, Pulsar managed to outsell its Japanese competitors combined. Over five years, sales increased seven fold. In 2010, Pulsar become a US$1.4 billion brand.
Congratulations To The Bajaj Auto and O&M Team
Source:
Asian Marketing Effectiveness Festival 2011 -
Best sustained success Silver
Campaign
Pulsar & Stunting: Creating India's best selling sports bike
Agency
Ogilvy & Mather Mumbai
Client
Bajaj Auto
Brand
Pulsar
Objectives
India's home-grown Bajaj Pulsar sports motorcycle was in 2004 facing serious competition from Japan's Honda, which controlled 60 percent of the market, and Yamaha, both of which were ramping up their presences with new sports bikes. The Japanese brands had superior racing credentials and Honda by the end of 2004 claimed 30 percent of the performance segment, which until then was dominated by Pulsar. The Indian brand set two big goals to combat the competition: grow faster than the Japanese by outselling Honda and Yamaha combined annually; and make Pulsar a US$1 billion brand by 2010.
Strategy
Realising the brand had a technology disadvantage against Honda and Yamaha, and that those brands were synonymous with racing, Pulsar decided to create a measure for performance that was beyond racing and that connoted performance. By focusing on its uniquely strong attribute of 'handling', Pulsar turned to bike stunting to prove the bike's taut handling, quick throttle response, rugged build, and maneuverability. Through its advertising from 2005 to 2010, the brand used stunting to show its superiority over its Japanese competitors, including a famous 2008 TVC that featured a ballet of bikes. In 2009, Pulsar created Pulsar MTV StuntMania, India's first bike stunt reality show, which ultimately replaced conventional advertising in Bajaj Auto's marketing plan. In 2011, Pulsar became the official sponsor of India's first professional stunt riding team, GhostRyderz.
Results
Despite facing nine brands between Honda and Yamaha, Pulsar managed to outsell its Japanese competitors combined. Over five years, sales increased seven fold. In 2010, Pulsar become a US$1.4 billion brand.
Congratulations To The Bajaj Auto and O&M Team
Source:
Asian Marketing Effectiveness Festival 2011 -
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