Latest news with #Daring
Time of India
02-08-2025
- Automotive
- 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.
IOL News
11-06-2025
- Entertainment
- IOL News
Honour your dad this Father's Day with these incredible book recommendations
Whether you're seeking to entertain, inspire, or spend time together, a carefully selected read can enhance the celebratory spirit of the day. Image: Pexels/Dario Fernandez Ruz As Father's Day approaches, many are seeking ways to express their appreciation for fathers, father figures, and paternal influences in their lives. What better way to honour these incredible individuals than with the gift of a book? Whether you're seeking to entertain, inspire, or spend time together, a carefully selected read can enhance the celebratory spirit of the day. Here are some fantastic book recommendations that cater to a variety of interests, ensuring there's something for every father out there: Capturing themes of love, loss, and community, this touching read is perfect for fathers reflecting on their relationships and the bonds that ultimately define them. Image: Supplied 'A Man Called Ove' by Fredrik Backman Meet Ove, a grumpy yet loveable curmudgeon whose solitary world is upended when a lively young family moves in next door. Backman's 'A Man Called Ove' introduces readers to a character often viewed as the 'bitter neighbour from hell.' Ove's life revolves around staunch principles, strict routines, and a short fuse - but underneath this cranky exterior lies a depth of story, sorrow, and sadness. When one November morning, the new neighbours accidentally flatten Ove's mailbox, a comical and heartwarming chain of events begins to unfold. Through an unexpected friendship, unkempt cats, and the ancient art of backing up a U-Haul, Ove finds his world transformed. Capturing themes of love, loss, and community, this touching read is perfect for fathers reflecting on their relationships and the bonds that ultimately define them. For fathers or young men seeking to explore the depths of their manhood, Paul Louis Cole's 'Daring' is a transformative guide that inspires men to reclaim their biblical identities. Image: Supplied 'Daring: A Call to Courageous Manhood' by Paul Louis Cole For fathers or young men seeking to explore the depths of their manhood, Paul Louis Cole's 'Daring' is a transformative guide that inspires men to reclaim their biblical identities in an increasingly challenging world. Building upon the legacy of his late father, Dr Ed Cole, Paul offers practical wisdom and encourages men to confront their fears while living with purpose, integrity, and courage. Filled with inspiring stories and actionable insights, 'Daring' calls men to lead with unwavering faith, whether in their families, communities, or workplaces. This book serves as an essential resource for personal growth and is a compelling gift for men's ministries. By taking bold risks and standing firm against cultural pressures, this book empowers men to embrace a strong, faithful life that influences those around them. For the sports enthusiast or anyone who enjoys an inspirational memoir, look no further than 'Rise: The Siya Kolisi Story'. Image: Supplied 'Rise: The Siya Kolisi Story' by Siya Kolisi For the sports enthusiast or anyone who enjoys an inspirational memoir, look no further than 'Rise: The Siya Kolisi Story'. This intimate autobiography reveals the journey of Siya Kolisi, the first black captain of the Springboks rugby team, tracing his rise from the impoverished Zwide township in Gqeberha to leading South Africa to an astonishing Rugby World Cup victory in 2019. Far more than a simple recounting of games played and triumphs won, 'Rise' delves into themes of race, faith, and resilience. Kolisi's positive mindset and defiance of the odds serve as a masterclass in determination, making this an inspiring read for fathers and sons alike. The title reflects not only his mother Phakama's influence but also celebrates his Xhosa heritage. 'Where the Crawdads Sing' stands out as a touching coming-of-age story that weaves the theme of isolation into a beautiful narrative. Image: Supplied 'Where the Crawdads Sing" by Delia Owens Delia Owens' debut novel, 'Where the Crawdads Sing', is not just another mystery; it stands out as a touching coming-of-age story that weaves the theme of isolation into a beautiful narrative. Set in the quiet fishing village of Barkley Cove, the character Kya Clark, often dubbed the 'Marsh Girl', grapples with her identity amidst the backdrop of whispers and suspicions following a murder investigation of a popular local boy, Chase Andrews. For fathers who relish tales of resilience against the odds and the delicate interplay between humanity and nature, this book will resonate deeply. Clark's journey encapsulates the intricacies of belonging, the essence of self-discovery, and the brutal realities of loneliness. It is a tale that evokes both reflection and sympathy, reminding us all how we are irrevocably shaped by our childhood experiences and the deeper connections we strive for, even in isolation. 'Conquer Your Mountains' by Mandla Moyo For fathers seeking spiritual enrichment and insight, 'Conquer Your Mountains' by Mandla Moyo presents a compelling 52-week devotional tailored for Christian professionals. This book serves as more than just a collection of prayers and reflections; it fosters a transformational journey of self-discovery alongside God, aiming to inspire readers to view life from a more elevated perspective. Within its pages, Moyo offers contemplative prayers, self-reflection exercises, and thought-provoking stories - imbued with the overarching symbol of mountains, representing the obstacles one may face in life. It is a guide that seeks to illuminate the divine nature of God and underscores the relationship believers have with their Creator. For fathers searching for a deeper spiritual connection and philosophical grounding, this book can be a catalyst for positive change in their own lives and those of their families. For fathers looking for inspiration, "The Alchemist" by Paulo Coelho remains a modern classic. Image: Supplied 'The Alchemist" by Paulo Coelho Finally, for fathers looking for inspiration, "The Alchemist" by Paulo Coelho remains a modern classic. This enchanting tale of self-discovery has touched readers across the world. Dads in need of motivation will find comfort and wisdom within its pages. This enchanting tale of self-discovery features Santiago, an Andalusian shepherd boy who yearns for worldly treasure. However, Santiago's transformative journey leads him to realise that the real treasures lie in wisdom, listening to the heart, and following one's dreams. This masterpiece uniquely intertwines magic, mysticism, and profound wisdom, making it a journey for readers across generations.
