Bajaj Auto is marking 25 years of Pulsar with a sequel to its iconic 2001 launch campaign. Conceptualised by Ogilvy, the new film brings back the same two nurses from the original.
A 25-Year-Old Story Gets a Sequel
The setup is familiar. The nurses encounter something beneath a white sheet. The moment triggers déjà vu and takes them back to their first encounter with Pulsar.
The reveal is different this time. It is the all-new Pulsar 150. The memorable “It’s a boy!” line also gets a contemporary twist: “It’s a bad boy.”
Looking ahead, such brand continuity could become increasingly valuable as consumers encounter more fragmented advertising. Familiar memory can provide instant recognition, while new products keep the story moving.
Turning Brand Memory Into Future Relevance
The campaign uses nostalgia as an entry point, but its purpose is firmly current. Bajaj is connecting a piece of Pulsar’s advertising heritage with the motorcycle’s next expression.
Sumeet Narang, President, Marketing, Bajaj Auto, said Pulsar’s attitude has evolved with its riders and the category while retaining its ‘Definitely Daring’ essence.
For marketers, the campaign demonstrates the value of owning distinctive brand assets. A recognisable character, narrative or line can return years later with a new commercial purpose.
The Last Word
The campaign shows how heritage can become a growth asset when brands revisit iconic advertising without simply reproducing the past.