Ogilvy bags $1.2m motorbike brand from Leo Burnett

NEW DELHI: Ogilvy & Mather has scooped the advertising account of

Bajaj Auto's latest motorbike, the Pulsar, worth about US$1.2

million.

The agency beat Leo Burnett, breaking its long-standing relationship

with Bajaj, and Ambience D'Arcy to clinch the business.

Burnett was previously associated with Bajaj's entire motorbike

portfolio.

Bajaj's scooter and scooterette account is with Lowe Lintas & Partners

and Quadrant Communications.

O&M bagged the account after a strategy cum creative presentation as the

company was looking to develop a separate identity for the Pulsar in the

competitive motorbike market. Rival Kinetic Engineering recently

launched its new bike, the Kinetic GF124 in a market where the popular

brands are Hero Honda' CBZ, Yamaha Crux R and Suzuki Fiero.

Bajaj's senior vice-president for sales and marketing, Ravi Chandran,

said: "We wanted a new set of people to handle this new brand."

The Pulsar marks the first time Bajaj will roll out its own product,

which will be introduced in two variants - 150cc and 180 cc. Prior to

Pulsar, the company sourced technology for all its bikes from Kawasaki.