Ogilvy bags $1.2m motorbike brand from Leo Burnett

<p>NEW DELHI: Ogilvy & Mather has scooped the advertising account of </p><p>Bajaj Auto's latest motorbike, the Pulsar, worth about US$1.2 </p><p>million. </p><p><BR><BR> </p><p>The agency beat Leo Burnett, breaking its long-standing relationship </p><p>with Bajaj, and Ambience D'Arcy to clinch the business. </p><p><BR><BR> </p><p>Burnett was previously associated with Bajaj's entire motorbike </p><p>portfolio. </p><p><BR><BR> </p><p>Bajaj's scooter and scooterette account is with Lowe Lintas & Partners </p><p>and Quadrant Communications. </p><p><BR><BR> </p><p>O&M bagged the account after a strategy cum creative presentation as the </p><p>company was looking to develop a separate identity for the Pulsar in the </p><p>competitive motorbike market. Rival Kinetic Engineering recently </p><p>launched its new bike, the Kinetic GF124 in a market where the popular </p><p>brands are Hero Honda' CBZ, Yamaha Crux R and Suzuki Fiero. </p><p><BR><BR> </p><p>Bajaj's senior vice-president for sales and marketing, Ravi Chandran, </p><p>said: "We wanted a new set of people to handle this new brand." </p><p><BR><BR> </p><p>The Pulsar marks the first time Bajaj will roll out its own product, </p><p>which will be introduced in two variants - 150cc and 180 cc. Prior to </p><p>Pulsar, the company sourced technology for all its bikes from Kawasaki. </p><p><BR><BR> </p>

by | 10/26/2001