Bajaj Auto has rolled out its latest campaign for Pulsar, Duniya Dekhti Hai. Tu Dikha, (The world watches, you show) that champions those who lead with originality.

Conceptualised by Ogilvy, the campaign urges viewers to ditch passive scrolling, put down their phones and rediscover the joy of raw, first-hand experiences. It champions those who lead with originality  - not followers, but doers. 

The film is a reflection of today’s youth, overwhelmed by secondhand highs: AI content, influencer lifestyles, and virtual simulations. Set against a narrative of two bikers joined by a fearless girl rider, Pulsar taps into the desire to feel something real - not just watch others take risks, but to live the thrill themselves. 

What we think about it: Following its long overdue shift from the ‘Definitely Male’ to the more inclusive ‘Definitely Daring’ positioning last year, Pulsar keeps the momentum going in its latest outing, reinforcing the brand’s evolving identity. The film also serves as a timely reminder that in a world obsessed with reels, filters and feeds, nothing beats the adrenaline of the real thing.