Our Campaign Case Study

Jagran New Media, in collaboration with Bajaj Pulsar, curated Make Room for the New Madness an exclusive three-part series that immersed viewers in the vibrant culture of West Bengal.

The campaign aimed to position the Bajaj Pulsar NS 125 as the ultimate entry-level sports bike for college students, young professionals, and budding entrepreneurs. The primary goals were to boost brand loyalty, cultivate brand advocates, and raise awareness among potential consumers at the top of the funnel.

Targeted at the 18-25 age group in West Bengal, Jagran New Media and Bajaj Pulsar focused on impactful storytelling, crafting an engaging narrative that sparks curiosity and resonates emotionally. The intent was to captivate the audience and draw them into Pulsar’s dynamic world.

Episode Highlights

Each of the three episodes highlighted a unique aspect of the region.

The first episode captured the essence of Kolkata during the lively Durga Puja season, featuring "The Lazy Bong," a local influencer, as they explored the city’s festive streets on a Pulsar bike. This episode showcased the festive spirit of Durga Puja, a major celebration in West Bengal, presenting a visual journey filled with color, energy, and the warmth of the local culture.

In the second episode, viewers delved into the city’s rock music scene, spotlighting what makes West Bengal’s music culture distinctive. The episode featured EPR, a popular rapper from Kolkata, as he shared his insights and love for the city’s music, celebrating the young, talented artists who bring Kolkata’s vibrant sound to life.

The final episode focused on football, a sport that ignites passion among the youth and pulses through the fields of Siliguri. The video featured Indian footballer Raja Burman, embodying the “Definitive Entry Sport” spirit that Pulsar NS 125 represents. It conveyed the excitement and dedication of young football fans, connecting the bike’s dynamic qualities with the energy of the sport. The campaign garnered good viewership both on YouTube and Facebook of Jagran Hitech.

Summary

In summary, the "Make Room for the New Madness" campaign by Jagran New Media and Bajaj Pulsar successfully positioned the Bajaj Pulsar NS 125 as the go-to entry-level sports motorcycle for young enthusiasts. The compelling storytelling, filled with curiosity and emotion, drew viewers into the world of Pulsar, helping to foster brand advocates and strengthen brand loyalty across West Bengal.

The campaign won Silver at the INMA Global Media Awards 2023 in the category - Best New Video Product or Feature.