Bajaj Auto is taking its iconic Definitely Daring spirit into the digital age with the launch of Pulsar Underground – an AI-driven creator platform that celebrates youth expression through music, dance, stunts, graffiti, and AI-generated art.
For over two decades, Pulsar has stood for rebellion and individuality. Its legendary campaigns, including Duniya Dekhti Hai Tu Dikha, encouraged riders to own their spotlight. Now, Pulsar Underground reimagines that ethos for the creator generation – blending technology, creativity, and community.
The platform aims to unite over 5,000 creators from across India, offering AI-powered tools that simplify content creation and elevate storytelling. Participants can take on digital challenges in their chosen genre – be it biking, art, dance, or stunts – and share their entries on Instagram using #PulsarUnderground while tagging @mypulsarofficial.
The rewards mirror the campaign’s scale: winners can earn a virtual internship with Pulsar’s content team, Pulsar NS200 or NS400Z motorcycles, exclusive merchandise, Amazon vouchers, and a feature on Pulsar’s social media channels alongside top influencers.
With this move, Bajaj Auto becomes the first Indian automotive brand to launch an AI-powered creator economy IP, redefining how performance and creativity collide.
“Pulsar has always inspired riders to be daring and stand apart,” said Sumeet Narang, President – Marketing, Bajaj Auto Ltd. “Pulsar Underground extends that spirit into the digital space, giving India’s creators a platform where performance meets creativity. This is about turning individuality into influence and spotlighting the next generation of daring talent.”
With Pulsar Underground, Bajaj isn’t just marketing motorcycles – it’s building a movement of self-expression, where the thrill of the ride meets the power of creation.
