Mumbai: Bajaj Pulsar has launched its latest motorcycle, the Pulsar N160, with the most sedate advertisement on television.

The ad is an extremely clever way of getting a nod of approval from audiences, who often sat up and took note of "Pulsar unleashing its Mania" on national television.

In all its glory, and absolutely unlike the Pulsar advertising of two decades ago, this video showcased a stationary motorcycle. The intrigue comes from one clear instruction: scan the QR code on screen to watch the most thrilling Pulsar video ever!

The QR takes the viewer to YouTube, where the real advertisement will be played for the true enthusiast. The rider is seen on the all-new Pulsar N160, displaying breath-taking riding control while performing jaw-dropping stunts set in a city maze, all happening to the beats of an addictive music track.

Furthermore, this QR code has been seen all over many Indian cities and towns—in public spaces, public transport, youth-centric spaces, from college notice boards to cafes and so on. Essentially, branding the most mundane and boring pieces of our day as opportunities to become the most thrilling moments of the day.

Speaking on the campaign and how they were convinced that this is "the" way, Bajaj Auto head of marketing Narayan Sundararaman said, "Brand Pulsar is all about action and thrill. For its new avatar as the Pulsar N160, we had to deliver a communication package that would talk about the category-first feature of Dual Channel ABS. In this cluttered media environment, we thought our best chance would be to involve the viewer and nudge them towards a thrilling film... Do they want to watch an ‘uncensored’ ad of eye-popping motorcycle action? It’s great to see that the answer is a resounding yes!"

Speaking on the collaboration with Bajaj, Ogilvy chief creative officer Sukesh Nayak said, "Pulsar is the most thrilling motorcycle on the road, so we took its communication a notch higher on thrill. How? We got their attention twice! We made an ad in an ad. First, we made a censored Pulsar ad for TV and released it with a QR code. The film invites die-hard Pulsar fans to scan and watch the most exciting 'Uncensored Pulsar ad' of all time. The 'Uncensored Pulsar QR code' will make not just the TV ad but every ad thrilling – newspaper, outdoor, and even posters. Let the thrill take over."