In a world of ever-increasing competition, building brand loyalty is an essential task for any company looking to establish itself as a leader in its industry. The Pulsar NS 125 street bike, manufactured by Bajaj, is no exception. 

Jagran New Media, in association with Bajaj Pulsar, created “Make Room for the New Madness,” an exclusive three-part series that took us on a journey to the heart of West Bengal. The campaign’s objective was to establish Bajaj Pulsar NS 125 as the definitive entry-level sports motorcycle for college-goers, first-jobbers, and young entrepreneurs.

The campaign aimed to increase brand loyalty, create more brand advocates, and come into consumer consideration, i.e., a top-of-funnel campaign.

The target audience for the campaign was the 18 to 25 age group in the West Bengal markets. Jagran New Media and Bajaj Pulsar wanted to double down on storytelling and create a powerful narrative based on intrigue and emotion. The idea was to make the audience curious and encourage them to step into Pulsar’s world.

Creating engaging narratives

The campaign’s big idea was to find the pulse of the city and showcase it through the eyes of two youngsters. Youngsters feel a strong connection with their cities, and they always want to explore the unexplored parts of the city. They need a partner in crime for this journey, someone who not only helps them navigate but also someone they can boast about, rely on, and make a part of their lifestyle.

Bajaj Pulsar NS 125 was the perfect ride partner for any youngster.

The campaign’s three-part series covered different aspects of the city. The first episode took us to Kolkata during the Durga Puja season. The festival of Durga Puja is celebrated with great fervour and enthusiasm in West Bengal. The episode featured a story woven around the festive season with a local companion, The Lazy Bong, an influencer from the city on their Pulsar bike, moving through alleys and experiencing the beauty of this festive season in the most spectacular way.

The episode was a visual treat and captured the essence of the festival, showcasing the vibrancy and spirit of the people of West Bengal.

The second episode covered rock music in the city and what makes West Bengal so unique when it comes to different forms of music. The episode showcased the charisma of EPR, a young rapper from Kolkata who connects with the audience and knows Kolkata inside out. The episode was a tribute to the city’s music culture and its young and talented artists.

The third episode was about football, a game that unites youngsters. The video covered the pulse of football straight from the fields of Siliguri with Indian Footballer Raja Burman, subtly integrating Pulsar and its communication — “The Definitive Entry Sport.” The episode captured the passion and excitement of young football enthusiasts and highlighted the connection between Pulsar NS 125 and the game of football.

Increasing brand loyalty

The response to the campaign was overwhelming, and the impact it created was remarkable. The total views amassed were 476,825 for the first episode, 442,018 for the second episode, and 454,157 for the third episode.

In conclusion, Jagran New Media and Bajaj Pulsar’s “Make Room for the New Madness” campaign was a massive success. The partnership achieved its objective of establishing Bajaj Pulsar NS 125 as the definitive entry-level sports motorcycle for all young enthusiasts.

The campaign’s powerful narrative played on intrigue and emotion and made the audience curious, encouraging them to enter Pulsar’s world. The three-part series covered different aspects of the city, and the campaign was successful in creating more brand advocates and increasing brand loyalty.

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