Bajaj was launching the Pulsar 160, the first 160cc bike in India with dual channel ABS. And it deserved the most thrilling launch ever, because Pulsar is the most loved stunting sports motorcycle in India. But the television laws in the country don’t allow us to show any stunts. Which is why, for the first time ever, we released a Pulsar ad on TV that had no stunts in it.
People saw the ad on TV without any biking stunts. But what they saw was a QR code. Those who scanned the QR code were taken to the actual ad. The Pulsar 160 Uncensored TV ad. Showing the bike doing stunts in all its glory and demonstrating the new feature. And because the ad was only available on digital mediums, there were no issues with the censors. The campaign did amazingly well. In the first week itself, we had more than a 500,000 scans of the code and 17+ million views of the Uncensored ad.
The Pulsar 160 Censored ad - the original TV version. Possibly the first Bajaj Pulsar ad to not feature any stunts.
Upon scanning the QR code, this is what the viewers were redirected to - the uncensored version of the ad.
The Pulsar 160 Uncensored ad. Ran only on digital mediums.
Below is a short AV film to explain how the campaign was rolled out.
The case video that explains the idea and how the campaign unrolled.
How the idea was brought to life in surround and other print mediums. Upon scanning the QR code, the viewers were directed to the uncensored version of the ad that only played digitally.
The campaign won the big elephant at Kyoorius advertising awards 2023
and the Effies 2023
Additional Creative Credits: Hemal Zhaveri, Vivek Jadhav, Prasad Gurav, Yogesh Gavhane, Dev Gujar.
Chief Creative Officer: Sukesh Nayak.
