Media2win : Digital Media India Case Studies : Online Advertising India Case Studies

Bajaj Pulsar 220 – The Fastest Indian

Bajaj Auto launched the new Pulsar 220cc and for its launch campaign, digital medium had an important role to play.
We had to establish the core proposition: The fastest bike on the Indian roads with the baseline: The Fastest Indian

The target audience is primarily 18-25 Males, SEC A, Urban, which would include mainly college students and
young professionals.

The focus was on a Digital 360: Out of all the touch-points some were used to create awareness, some to engage
with them and some to re-emphasise the core proposition. But all of them focussed on the same message
of ‘Speed’ -

Online Media & Creative: Presence on all major portals visited by the TG, with creative tailored around the
content theme of the publisher i.e. cricketing sites had banners with a cricket connection, news sites with banners connected to news, etc -

Search: A focused search strategy to ensure a high SOV during the crucial launch phase -

Creation of Engaging Properties: A desktop widget linked to speed: “Is your internet connection as fast as the
Pulsar 220?” – tells the user how fast his internet speed is and a Facebook Game Application that needs you to
race your bike as fast as possible for a cheeky reward -

Mobile: WAP banners leading to the Pulsar WAP site where the consumer could directly call for test-drives,
Outdoor creative and the website carried the Short Code, sending ‘P 220’ as SMS to the short code would get the
users Wallpapers and the catchy TVC music as a ringtone, users could also register for a test drive through SMS -

Social Media: Interaction through the offical Facebook page, Youtube channel & Conversations on Blogs, forums
and review sites related to biking

Along with the clutter breaking creatives and properties built around the proposition of ‘The Fastest Indian’ delivered
the impact seamlessly.

• More than 115 Mn impressions and 420,000 clicks delivered over 1 month - The media campaign generated
CTRs of upto 4% & interaction rate in rich media creative ranged from 3-5%

• Close to 1 Lakh users downloaded the brand utilities (widget/ mobile wallpaper/ ringtone etc)

• Social media developed into a long term presence, Pulsar is on Facebook, Twitter & Youtube.

And as a result of all this has been successful in effecting not just the purchase intent and brand affinity,
but also resulted in substantial product sale.

Client
BAJAJ PULSAR 220

Technologies
Adobe Flash CS3
HTML/CSS

View Creatives
Banners

Social Media