Bajaj Pulsar – "Chala Apni" Campaign
1. About the Client
Bajaj Auto (www.bajajauto.com , NSE: BAJAJ-AUTO) is the world's third-largest manufacturer of motorcycles and the second-largest in India. It is the world's largest three-wheeler manufacturer. In December 2020, Bajaj Auto crossed a market capitalization of ₹1 trillion (US$12 billion), making it the world's most valuable two-wheeler company.
Bajaj Pulsar: The Iconic Trailblazer of Motorcycle Passion
Bajaj Pulsar isn't just a motorcycle Model—it's a personality. With decades of legacy and an ever-growing fanbase, Pulsar continuously redefines what it means to ride with passion and power.
2. Objective of the Campaign / Challenge
The Challenge: Break the Mold, Ignite the Spark
In an era where conventional ads were falling flat, Pulsar set out to shatter expectations using Gen AI. The mission was to achieve Brand Amplification and New Product Launch Awareness to make brand interactions more personalised, memorable, and shareable.
3. The Solution
Enter "Chala Apni" – One Selfie, Infinite Stardom!
Bajaj Pulsar joined forces with innovative tech partners to launch an AI-powered revolutionary campaign:
- Digital Ad Film (from Ogilvy) provokes the audience to do something "Daring"
- AI powered Chatbot (from Yellow.ai) converses with the user to collect the inputs including a selfie.
- Gen AI based Video Personalization Engine (from Whilter.AI) delivers a tailor-made Personalized Ad Video Film, making each rider feel like the hero of their very own blockbuster with the following features
- Face Replacement AI: With a single selfie upload, riders saw themselves star in a high-octane Pulsar commercial, instantly igniting social media.
- Automated Magic: A high-speed, AI-powered pipeline processed thousands of entries in record time—flawlessly delivering personalized videos.
4. Impact
Trailblazing Impact: A Digital Storm Unleashed
The "Chala Apni" campaign didn't just make headlines—it rewrote the rules of digital engagement using Gen AI technology:
- Over 220,000 Real-time Conversations on WhatsApp drive user engagement.
- 160,000+ Personalized Videos: Each selfie was transformed into a cinematic masterpiece, turning everyday riders into stars ignited a viral buzz and Pulsar got attention from millions of eyes.
- 70% Click-to-Conversion Rate: Surpassing industry standards (20–25%), this campaign achieved conversion rates that set new benchmarks.
This Award-Winning Campaign is crowned with 2025 BEST USE OF AI IN MARKETING/SALES
This initiative demonstrated the transformative power of Gen AI in modern marketing.
By blending creative strategy with cutting-edge AI, "Chala Apni" not only amplified Pulsar's digital presence but also forged an unbreakable bond with a new generation of fearless riders
5. How Did We Achieve It?
Leveraging Gen AI, making each rider felt like the hero of their very own story, ChalaApni campaign turned customers into Pulsar' brand ambassadors, forging deep emotional connections.
- Elevated User Engagement: Transformed passive viewers into star-studded participants.
- Interactive, Immersive Experience: A simple selfie upload transformed into an adrenaline-pumping digital saga, inciting a viral frenzy.
- Spark Viral Buzz: Personalized Ad Videos were so electrifying that the fans shared their moment of glory with the world on social media.
- Real-Time Magic: With lightning-fast video processing and seamless sharing, the campaign maintained high energy and continuous buzz throughout.
6. Client Testimonial
"The Pulsar and especially the NS sub-range have always been seen by their riders as an expression of their identity. We are using the new campaign to launch the NS 400 Z and to celebrate our young riders' mentality – their need to master their own lives, resist societal pressures, and make daring & uncomfortable choices. The 'Chala Apni' campaign strategy is the outcome of extensive cultural insight work and aims to inspire Indian youth to express their 'Inner Roar' and follow through on daring life choices. The campaign also celebrates the bond between the rider and the Pulsar NS 400 Z, which is a beast of a ride that combines category-beating power, speed, control & style."
CMO Bajaj Auto – Deepika Warrier
7. Book A Demo
Ready to Ignite Your Brand with Gen AI?
Step into the future of personalized marketing. Discover how our AI-driven solutions can transform your audience into a legion of passionate brand ambassadors.
Book a Demo today and experience the electrifying power of innovation!
Experience the fusion of technology, creativity, and community power. With Bajaj Pulsar’s "Chala Apni" campaign, every rider became a star—now it’s your turn to make your brand shine!
