Bajaj has rolled out a film for its new Pulsar 150, celebrating 25 years of the motorcycle.

Conceptualised by Ogilvy, the film is the sequel to Pulsar’s 2001 launch campaign.

In the original 2001 film, two nurses are seen in a maternity ward, checking on newborn babies. They then notice something unusual beneath a white sheet, only to discover the Pulsar. Twenty-five years later, the same two nurses encounter something familiar beneath a white sheet, triggering a sense of déjà vu that takes them back to their original encounter. The story then unfolds with the reveal of the all-new Pulsar 150.

What we think about it: The ad seems effective in the way it uses nostalgia to recreate a familiar moment, but viewed through a gender lens, it also feels somewhat out of step with a more gender-inclusive representation of the category. The portrayal of women remains largely limited to their reactions to the motorcycle, rather than showing them as riders or active participants in the world of biking. This feels like a missed opportunity, especially after 25 years.

Sumeet Narang, president - marketing, Bajaj Auto, said, “Pulsar has always stood for an attitude that goes beyond the motorcycle itself. Over the years, that attitude has evolved with the riders, the category and the brand, but its essence remains ‘Definitely Daring’. This campaign gives us an opportunity to celebrate that journey in a way that feels relevant today, with the all-new Pulsar 150 representing the next expression of that spirit.”

Sukesh Nayak, group chief creative officer, Ogilvy India, said, “Creating the next chapter of a film that is so deeply remembered presents a very different creative challenge. The audience already knows the setup, so the opportunity was to use that familiarity to build anticipation and then surprise them with where the film goes. The visual cues and rhythm create that instant recognition, while the new turn in the story keeps it firmly rooted in the present.”