Bajaj Pulsar is marking 25 years of the brand with a sequel to its now-iconic 2001 launch campaign, reuniting the same two nurses from the original film for an encounter that mirrors their first. Conceptualised by Ogilvy, the new ad has the pair experience a wave of déjà vu beneath a familiar white sheet, flashing back to their original moment before revealing the all-new Pulsar 150 – and giving the classic “It’s a boy!” line a cheeky 2026 twist: “It’s a bad boy.”
Sumeet Narang, President, Marketing at Bajaj Auto, said Pulsar has always represented an attitude larger than the motorcycle itself, one that has evolved alongside its riders and the category while staying rooted in its “Definitely Daring” core. He added that the campaign lets the brand celebrate that journey in a way that feels current, with the new Pulsar 150 as the next chapter of that spirit.
Sukesh Nayak, Group Chief Creative Officer at Ogilvy India, said building on a film the audience already remembers posed a distinct creative challenge – the setup was familiar, so the goal was to use that recognition to build anticipation and then surprise viewers with the story’s new direction. He noted that the visual cues and pacing were designed to trigger instant recall, while the twist keeps the film anchored in the present.
The sequel leans into nostalgia while repositioning Pulsar for a new generation of riders, using a beloved cultural reference point to reintroduce the brand’s edge 25 years on.
