Bajaj Pulsar's new ad rides to lead the youth with originality
, the two-wheeler and three-wheeler company in the world, has launched its latest campaign for Pulsar with a bold message for India's youth:
Duniya Dekhti Hai
. Tu Dikha.
In a world chasing synthetic highs — reels, simulations, virtual thrills — Pulsar reignites the raw, unfiltered joy of
real performance
and real power. With every ride, it reminds riders what it feels like to achieve something genuinely thrilling — not virtually viewed, but physically conquered.
The campaign urges viewers to break out of the spectator mindset - to put down their phones and pick up their imaginations. Because for this generation, the ease of consumption is a trap. It's in the discomfort of creation that they come alive. Whether it's content, ideas or identity, what it boils down to is that it's new and unapologetically theirs.
The film's powerful imagery is supported by a compelling story: Pulsarmaniacs do not merely follow trends, they create them. Equipped with unparalleled power and precise performance, the Pulsar becomes more than a machine - it is a declaration; a call to action to join forces with those willing to take a stand, get noticed and assert themselves.
Speaking on the occasion, Sumeet Narang, president, marketing, Bajaj Auto , said, 'With 'Duniya Dekhti Hai. Tu Dikha,' we're speaking to a generation that's tired of borrowed experiences and filtered realities. Today's youth crave the real rush — something raw, personal, and unfiltered. Pulsar has always stood with those who don't just watch from the sidelines but choose to feel the thrill first-hand. This campaign is a tribute to that spirit — bold, original, and fiercely authentic.'
At a time when blending in is easy and standing out takes guts, Pulsar refuses to settle for the ordinary. It stands against passivity, conformity and being just another face in the crowd. It champions those who lead with originality, who create instead of copy and who ride not just to move but to make a mark. Because, Duniya Dekhti Hai. Tu Dikha.
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Time of India
18 hours ago
- Time of India
Bajaj Pulsar's new ad rides to lead the youth with originality
Bajaj Auto , the two-wheeler and three-wheeler company in the world, has launched its latest campaign for Pulsar with a bold message for India's youth: Duniya Dekhti Hai . Tu Dikha. In a world chasing synthetic highs — reels, simulations, virtual thrills — Pulsar reignites the raw, unfiltered joy of real performance and real power. With every ride, it reminds riders what it feels like to achieve something genuinely thrilling — not virtually viewed, but physically conquered. The campaign urges viewers to break out of the spectator mindset - to put down their phones and pick up their imaginations. Because for this generation, the ease of consumption is a trap. It's in the discomfort of creation that they come alive. Whether it's content, ideas or identity, what it boils down to is that it's new and unapologetically theirs. The film's powerful imagery is supported by a compelling story: Pulsarmaniacs do not merely follow trends, they create them. Equipped with unparalleled power and precise performance, the Pulsar becomes more than a machine - it is a declaration; a call to action to join forces with those willing to take a stand, get noticed and assert themselves. Speaking on the occasion, Sumeet Narang, president, marketing, Bajaj Auto , said, 'With 'Duniya Dekhti Hai. Tu Dikha,' we're speaking to a generation that's tired of borrowed experiences and filtered realities. Today's youth crave the real rush — something raw, personal, and unfiltered. Pulsar has always stood with those who don't just watch from the sidelines but choose to feel the thrill first-hand. This campaign is a tribute to that spirit — bold, original, and fiercely authentic.' At a time when blending in is easy and standing out takes guts, Pulsar refuses to settle for the ordinary. It stands against passivity, conformity and being just another face in the crowd. It champions those who lead with originality, who create instead of copy and who ride not just to move but to make a mark. Because, Duniya Dekhti Hai. Tu Dikha. Watch the video here:
Time of India
a day ago
- Time of India
After two decades of ‘Definitely Male', Bajaj Pulsar pivots to Gen Z with ‘Duniya Dekhti Hai, Tu Dikha'
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.
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