The new Bajaj Pulsar motorbike (DTSi) advertisement doing the rounds has no power play, no women swooning over it, no rush of adrenalin. Timed perfectly to release during the IPL matches, it's an ad the youth cannot miss.
 
The scene: Bajaj DTSi bikes at the Research & Development wing of Bajaj Auto. During the night, some of the bikes change their bike status and unfold beautifully into robots and play a fast game of basketball. After a good game, they hear the sound of someone unlocking the door and quickly turn into bikes again. All the action reminds one of a sci-fi film.

''That's the idea of promoting the exciting bike and its technology,'' says K B Vinod, executive director, Leo Burnett India.

''We were specially working on this advertisement for over a year. It took so long because it is a technically sophisticated ad.

''We didn't want to look like the other bike manufacturers harping on speed, power and performance. We believe it is all there we have to present it differently,'' says Vinod.

''The ad is not a launch of the product but it is a statement of the technical superiority of the bike. It's almost as if the bike is full of action even in a state of rest.''
 
Production Credits:
Client: Bajaj Auto
Brand: Bajaj DTSi
Agency: Leo Burnett India
Executive creative director & Writer: KB Vinod
Servicing: Arvind Krishnan, Priyaratna Suryavanshi, Anup Vishwanathan
Director: Tarsem
Production: Stratum India & @Radical Media UK
Executive producers: Avinash Shankar & Tommy Turtle
Production manager: Ray Leakey
Post: Glassworks London
VFX producer: Phil Linturn
VFX supervisor: Alastair Hearsum
Concept Art: Marc Gabbana
Editor: Ben Stephens
Music: Ram Sampath