The 17th edition of India's most credible automotive awards was like always, a memorable experience for all the participants in various categories, be it in the products fight for the best car/bike from 2021, or the tussle between the internal communications and PR agencies of these reputed brands. As always, the Marketing, Communications & PR rounds took place earlier this month, with an avalanche of entries for all the categories. In the Best Innovation And/Or Integrated Campaign category for 2-wheelers, it was the team from Bajaj Auto to bag the top honours for their Bajaj Pulsar 250 launch campaign, followed by Team TVS Motor Company for its TVS BTO campaign.
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The strategy of Bajaj was to showcase the frenzy that proud Pulsar owners collectively experience with their motorcycles all over the world.
The brief for this category was simple. The teams were to present a complete end-to-end creative idea behind advertising or a marketing campaign for a brand or product, with an explanation of the theme, the objective, and the result. All this had to be completed in 3 minutes with a 1-minute buffer, after which 2 minutes were provided for any follow-up questions. Bajaj Auto impressed our jury members with their innovative Bajaj Pulsar 250 launch campaign, as the brand introduced a new generation motorcycle celebrating 20 years since the first Pulsar motorcycle was launched in the country. Bajaj said, the integrated launch campaign for the Pulsar 250 was aimed at bringing to life ‘Unadulterated Thrill' into everyday riding, as a generation of #Pulsarmaniacs put meaning to phrases like ‘red-line' and ‘free-revving'. With the all-new Pulsar 250, Bajaj brought the next generation of power, performance, and style to the quarter-litre sports segment.
The strategy of Bajaj was to showcase the frenzy that proud Pulsar owners collectively experience with their motorcycles all over the world; and in doing so create an anthem of sorts, which quite rightly epitomises the true spirit of Pulsar riders. As a precursor to the launch, the Indian automaker created a teaser film that highlighted the inspiration that set the foundation of the new Pulsar 250. Then, on the day of the launch, Bajaj set up the launch venue like a museum with the iconic Pulsar lined up in the order of years they were launched and mixed it up with a series of wall art series as artists showcased their interpretation of the Mania around Pulsar. The launch film showcased people who made the Pulsar and what the brand stands for in today's day and age, as well as showcased the evolution of the product and the story of the 2021 Pulsar 250. As a result, this TVC managed 14 million views on YouTube alone, while another 12 million views came from Facebook. The teaser film received about 11 million views, while on Instagram, it registered 24 million impressions. More than 25,000 sales inquiries were made in just the first week of the launch.
As a result, the TVC managed 14 million views on YouTube alone, while another 12 million views came from Facebook. The teaser film received about 11 million views, while on Instagram, it registered 24 million impressions.
This year, we had a distinguished panel of industry experts as part of the jury, and you know they are a distinguished set when they're people like Anita Sharma - Public Relations and Marketing Veteran, Pallavi Singh - Marketing Veteran, Dolly Tayal- Head – Creativity & Integration, Ashish Chakravarty - Executive Director and Head Of Creative - India, McCann, Rohit Ohri- Group Chairman & CEO, FCB India, Nitesh Gandhi- General Manager - JW Marriott New Delhi Aerocity Cluster General Manager – Rajasthan, and Siddharth Vinayak Patankar.
