Pulsar Mania goes Viral
Here’s the Pulsar Mania video:
Uploaded on YouTube on the 6th of March it already commands 36,000+ views.
It’s been uploaded by many other users and those videos command another 30,000 views.
5 pages of comments at xBhp.com , 40+ comments at 2wheelsindia.com and it’s also got a great response even in international biking communities.
Though this video is being aired as a TV commercial, it is the WEB where it’s going to be massively shared. Created by Ogilvy & Mather for Bajaj Auto Ltd. this video has the basic elements of a viral.
It’s got the WOW factor – The stunt team comprises the best riders across the world including AC Farias and Matte Griffin.
It’s got the shareable factor – Ever Pulsar bike owner is going to love this video and is going to become a pulsarmania evangelist and it’s not only them, it’s a video which makes every biker feel special.
The brand doesn’t shout at you at all – No bike specs, no mileage figures, no price. It’s for the spirit of biking and showcases Pulsar’s power, aggression and grace.
The music by Paul Norwood (Audio Militia) is simply amazing and makes you want to watch the video over and over again.
Kudos to Bajaj, the Creative team at O&M (Abhijit Avasthi, Manoj Shetty, Rajneesh Ramakrishnan) and Velocity Films (the production unit at South Africa).
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Cant see the embed video. Using ff3b4. Works directly on YouTube though.
Pulsar makes really kuel ads … wonder who its ad company is …
Its a ad with not so spl effects- the previous ads with 2 guys crossing blocked road was much better and also exe’d well.
but here’s one video I got y/s on homur side – http://www.youtube.com/watch?v=O5F02zjlF64
check it out.
@Ekalavya,When you talk about video viral,i hope you might be aware of Webchutney virals, http://www.webchutney.com/virals/index.html That’s called thinking out of box & creativity.This ad is also good but you should note the skilled stunt men used, the different camera angles and direction, processing at high end multimedia studio. Whereas, webchutney virals touches a common man’s life… takes music, ideas from bollywood… video have comic like character… actually flash.. later on converted to mpg/avi and uploaded to youtube… which even can be done at home.. on a so and so PC. So, budget for video making will automatically do down..!Most important, the idea that strikes into the mind.. e.g. the AIDS day…mast bahar, Airtel.. khul ja simsim…, pankaj udhas.. MS outlook 2007…just check them out!!BTW, I am no way associated with WebChutney, but writing about them… see.. not only the videos, the after-effect is also viral..!!
@ Rupesh: Lol…i think i know a fair bit about Viral Advertising and marketing!
Well since you’ve mentioned WebChutney perhaps you should also check out ones like: http://betano1.com, http://teengunalagaan.com, http://petkapaap.com, ttp://www.youtube.com/watch?v=71mpHfoXxwE and http://www.youtube.com/watch?v=f0Y4FHTTHDU
@ Rajiv: Can see the video. Works fine here on Firefox and IE
Awesome Video!!! Man after seeing this video, i feel like buying a 200 asap. i know i wont be able to do all those stunts But
hey Rupesh – Can i ask you one thing, Are you a Biker?
I am sure you are not or you might be using it for commuting purpose!! because you are comparing this video with those stupid animated ones which are listed under Web Chutney. I, as a rider dont even care what Web chutney is doing, do i need to?
I checked the list, out of all i just came across “Microsoft – Chitthi aayi hai ” and that to long back. Coming back to the point, you declared it as “Out of Box” man,are u kidding?
Let me cut this short, After seeing that “out of box” animation will i/u/anybody go buy that MS outlook exp? NO!. Will i even plan to purchase, NO!. Will i go out and discuss about it or recommend it to any one. NO!
But YES after seeing Pulsar Mania video, i am sure hundreds of riders like me wld love to own such a machine and look forward buying one. NOW this is what i call “after-effect”
I guess the JOB of the Video/TVC is DONE! & what more you expect.
BTW! even i am not associated with BAJAJ or Anti microsoft team.LOL
# Nearly 1,00,000 (Lakh) views in 6 days (since 7′th march)..
# Topic of Discussion in “Desi” and International Forums, Blogs..
# God knows how many will download the video and view it in their mobile phones.. not to mention forward it to their friends..
What else do you want as a VIRAL AD..??
Mind you, Bajaj did not intend to make the “Pulsar Mania” Ad as a Viral one.. (Hence Ogilvy & Mather NOT Webchutnet). But thanks to “YouTube” it has become Viral.. that’s the credit of the Commercial.
Being a Pulsar 220 Owner I can perfectly understand how a Pulsar owner will feel about the Ad.
@Ekalavya,
Talking about video virals, one should remember the after-effect and user involvement that’s all about web 2.0
A very good e.g., 18-year-old student in England – an Apple devotee named Nick Haley made this advertisement in his self interest and uploaded to youtube http://www.youtube.com/watch?v=KKQUZPqDZb0 and later on when it started creating buzz, Apple marketing people bought it to broadcast as a TV commercial.
That’s called engagement!
@ Rupesh: Dude I don’t get you? What on earth are you trying to compare? I’m not even trying to compare anything.
At one end i’m talking about the beauty of the web in sharing content and on the other end your going on and on…
why don’t you make a post of your favourite virals?
or better still read my earlier posts on Watblog about viral advertising. I think you’ll find at least a dozen
Rupesh, I think Eklavya has a point,A viral has nothing to do with how it was produced. It IS OK for a high-budget production to become a viral
Also, the point put forward by Abhay was a valid one. Webchutney might be making virals which are funny enough, but I really can’t find myself longing for any of the products that they created virals for.The Bajaj Pulsar ad, on the other hand, is exactly that.
I can imagine what people like me wud’v felt after seeing this.. I was speechless!
I mean there are so many things in my mind right now that buying a new bike was never an option,,
n to be true, Im not a big fan of Pulsar 220.. it cud b btr,,
but this ad made.. in fact forced me to seriously think of buying it.. it was like just goto the showroom n get the bike!! it tells you abt the power of advertising,,
It celebrates the spirit of biking people.. every biker, not just Pulsar owners, everyone who adores the righteousness of BIKING would be proud of his/her feelings!!!!!
but as it often happens.. my sanity came in the way of my insanity.. and Im not buying the bike..!!
but hats off to people who made this ad.. feels indescribable everytime I watch it!!
@Eklavya – i think you forgot to add an important point – even if this ad was made for for the tube, i doubt they wouldve ever been able to show it in its entirety consistently. I agree with everything else you’ve said – also just to add that the internet can be a great medium to showcase ’short film’ like ads where more specific audiences can be completely enthralled. So in the age of the 10 sec TVC, the tube can be a medium to generate awareness while the internet can be an accompanying medium that can help increase the depth of the experience for specific parties (this applies mostly to advertisers looking at Integrated Marketing Communications).
Some really interesting conversations here!
@Rupesh – The guys making these ads are extremely well researched. You would be able to judge by the responses of the guys who like bikes and have commented on this post. So a lot of psychographic, behavioural based insights would’ve been gathered before this ad was made simply because production costs are so high and you CANNOT afford to go wrong. It’s a different case for guys like Eklavya and you and me perhaps who do not have high costs of production while creating virals and thus we dont undertake solid research – we create them mostly according to our whims and fancies keeping in mind interesting concepts and insights we may have picked up generally analyzing audience behaviour. In some cases this works (you would have seen that Eklavya has an amazingly high success rate) and in some cases it does not.
@Ankit,
I totally agree with you when you say..
” Webchutney might be making virals which are funny enough, but I really can’t find myself longing for any of the products that they created virals for.The Bajaj Pulsar ad, on the other hand, is exactly that.”
I also agree that..
“A viral has nothing to do with how it was produced. It IS OK for a high-budget production to become a viral.”
@Harshil,
You said, “even if this ad was made for for the tube, i doubt they wouldve ever been able to show it in its entirety consistently”
I don’t think that this ad was made Only for YouTube. I don’t think Bajaj would take such a costly risk.. what if the video hadn’t become Viral..??
And I have also seen this Particular (Full version) Ad on Cable Channels..
when i say “the tube” i mean television!
– thats what they generally call it!
Sure you wouldve seen this ad on TV – but how often have u seen the complete ad? Its likely that you have seen 30 sec and 10 sec edits of the same because thats generally how media planners like to allocate slots.
the main cut is 1: 15 seconds – i really doubt u wouldve seen the entire commercial on TV too often.
I have seen the Complete 1:15 sec Commercial at least Three times on TV (actually I don’t see much TV)..
I can definitely recollect seeing it on HBO.
I have also heard of guys talking about seeing the complete Commercial on ESPN in a Program sponsored by “Bajaj Pulsar”
Hey guys… I work in Ogilvy & Mather and in the team that created this commercial… Just wanted to express my point of view on this debate…
A viral to me is a brand message that has the potency to communicate in ways and mediums beyond the convention. The stronger the message, the more sticky it is. A viral’s karma is really to be this wiggly thought that find its space somewhere in your already occupied brain and resurrects from time to time. This video for Pulsar might be just right for bikers and might help sales. At the other end, the Gorilla viral for Cadbury’s Dairy Milk (http://www.youtube.com/watch?v=CbLr2NEV_7o) might not create a usage occasion but it surely gets the attention of the audiences it needs. The objective is all too subjective. As long as we see great ideas taking the shape of virals or ads or anything, it good for us… ‘innit?
Just to clarify, this commercial was never made keeping the web in mind. You’d decipher that a whole lot of greens have gone into producing this
to make it work for telly primarily as India’s still glued to the box. Maybe we’re just helping it become a whole lot smarter 
And, what you see is the full show gentlemen. No edits as of now.
Cheers!
Dharam
@Eklavya
To being with, thanks a lot for posting this. Maybe you’d want to update the statistics.
As of today, it’s crossed 100,000 views on my post of the film alone. Combine the others who’ve posted the same, then we’re looking at around 300,000 or more!
Thats not all, the immediate weekend i posted, it was honoured as the 4th most viewed video in the auto section of youtube… ALL OF YOUTUBE!
Got another surprise for all you guys sometime next week! Till then, ride responsibly.
Cheers!
Dharam
Awesome stuff Dharam!
Hey, Bajaj knows what bikers want…
They always hit it right! HH and Yamaha are busy with John, Hritikh and others.. but Bajaj knows its the product and the feel of biking that attracts the bikers
btw.. the stunts are amazing.. getting a simple wheelie done is difficult.. takes weeks of practice.. imagine this …..wow
just the end of the ad is CG (computer generated) might have used some more effects but all in all gr8
@Ankur
well…plz. dont target HH for any sorts…pulsar cannot match upto the HH KARIZMA……take everything individually man………
well on an all a very gud ad…I appreciate the hard work done by the stunt men….they really rocked…..really loved the stunt of guy spinning around the bike with his one legged totally horizontal on the ground……great work….
Awsome TVC. Very well executed along with the music mixing. I really appreciate the camera work on this. Would like to know the production house of this TVC.
Well I guess, the word viral has lost i the discussion and the reson is we tend to mix two different niches/markets.
We have to keep in mind that an ad is madde with a sole pupose of branding and promotion.
So where is this Pulsar Ad targetted:
1. market = India
2. Age segment = 18-25 (ofcourse dudes love to perform)
3. Music = made to rock and create waves. I for one, being an admin of a forum, know how many requests are there each day for the background music.
4. Video ads = made for youngsters to play up at their PDA’s mobile media players, cell phones ..
Comparing the Ad with the dairy milk thingie and others would’nt be the best of the ideas available, perhaps they are two diff market ssegments and different strategies.
However, the Ad being Viral, ok , it might be, but why? The reason is, people like the stunts more then anything else. lets say if youtube or any other website would not be exisiting, would it circulate? No. but since it did, it did coz of its stunts.
It was for the tube, but eventually rose itself to the social media.
Good job blogging about it, I’ve been into SEO n SEM since years now and Perhaps I know “what” is being done in the industry to gain “what”
–> Dharam Valia <–
I seriously need to know the name of the background track that’s used by Audio Militia in the advert!
Please revert..
Hey Atlas,
The track we have used in the commercial is specially composed by Paul Norwood of Audio Militia. It is not an edit of a remixed version of any current track.
In case youd like to download it, click here:
http://rapidshare.de/files/38790416/PulsarMania_Tune.MP3.html
Thanks!
Dharam
Hey there Dharam!
I’m glad you responded. I was delighted to find the same link after posting here. Thanks a ton man. This tune has kicked me too hard & this has happened in a long long time.
Is there any chance you know the track used in the Ponds 7-Day Age Miracle advert?
If probably somebody could u/l that particular vdo, I could convert to mp3.
Thanks again for posting.
God bless and have a great time online!
this ad is amazing too stand r very string termnologey and back ground music is stand away from every people,,,,,,,,,,,
that;s jhakass………..jhakasss……..