After two decades of ‘Definitely Male', Bajaj Pulsar pivots to Gen Z with ‘Duniya Dekhti Hai, Tu Dikha'

Time of India

4 days ago

When
Bajaj Auto
launched the Pulsar in 2001, it changed the two-wheeler game.
India's motorcycle market, suddenly had a bike with muscle, attitude, and an unmistakably bold identity. The tagline,
Definitely Male
, became as synonymous with the Pulsar as its throaty exhaust note and aggressive styling.
For nearly 18 years, the slogan went unchanged, surviving shifts in culture and consumer behaviour. It wasn't until 2024 that Bajaj quietly moved to Definitely Daring, a subtle but telling step toward broadening its appeal. Now, in 2025, that evolution has accelerated.
On Friday, Bajaj unveiled its new campaign: '
Duniya Dekhti Hai, Tu Dikha
'--marking a clear break from its older, testosterone-heavy messaging. The shift is more than a rebranding exercise; it's an attempt to meet Gen Z on their terms, in a world where visibility, self-expression, and digital presence matter more than dominance.
Changing the lens, not the DNA
'Today's youth doesn't necessarily want to dominate the road. They want to be noticed, to be seen,' said Sumeet Narang, President of the Probiking Business Unit at Bajaj Auto, during a media briefing. 'Pulsar has always stood for thrill and performance–that hasn't changed. But how young people express themselves has changed significantly.'
The new campaign builds on that insight. It celebrates visibility, not just on the road, but online and in everyday culture. Whether it's dance, rap, freestyle, or stunt riding, Pulsar wants to be part of how this generation shows up.
To that end, Bajaj has introduced '
Pulsar Underground
,' a digital talent-hunt platform that uses AI to discover emerging artists across creative communities. It's the kind of activation designed to resonate with a generation that lives on Instagram Reels, not just racetracks.
A response to culture, not a correction
It would be easy to assume that Pulsar's rebranding was triggered by backlash to its once macho image. But Narang was quick to clarify, 'There was no outrage from the women lobby as such. Even during the 'Definitely Male' days, we had a significant number of women riders who connected with the brand for its performance and character.'
In other words, the change wasn't forced–it was a choice. The brand is evolving not to make amends, but to stay relevant in a fast-changing landscape. Yet, the optics are hard to ignore: a shift from gendered messaging to inclusive language says something about how even legacy brands are rethinking their tone.
Will Gen Z ride along?
Pulsar remains one of the most recognisable names in India's two-wheeler market. But in recent years, newer competitors and shifting consumer preferences, like design-led bikes, international brands, and smart-connectivity have started to chip away at its once-untouchable dominance.
The move to '
Duniya Dekhti Hai
, Tu Dikha,' which loosely translates to: The world watches. You, be seen–feels timely, but also challenging. Visibility is easy to claim in an ad; harder to sustain in a cluttered market where every brand wants to speak Gen Z's language.
The good news? Pulsar isn't trying to be something it's not. It's still a performance bike. What's different is how it talks about performance, not just as raw power, but as a means of self-expression. The partnership with long-time creative agency Ogilvy, which has worked on the brand since its launch in 2001, gives this shift a certain continuity, even as the message changes.
From 'Male' to 'Daring' to 'Dikha'
In many ways, Pulsar's new direction reflects a broader shift. From identity to individuality, from assertion to expression. Whether this new message connects with the next generation of riders remains to be seen. But for a brand that once told the world who its riders were, Pulsar now seems ready to let them tell their own stories.
And in today's world, that might just be the more powerful move.