Bajaj Auto rolls out creator platform Pulsar Underground

New Delhi: Bajaj Auto is soon launching ‘Pulsar Underground,’ an AI-powered creator platform aimed at India’s next generation of content creators. Targeting youth across music, dance, and art, the platform will foster weekly challenges, creation tools, and branded rewards, including Pulsar bikes. 

With the rollout of Pulsar Underground, Bajaj Auto is making a decisive shift from conventional product marketing to creator enablement. 

Unveiled alongside its new Pulsar TVC, the brand’s platform isn’t about riders; it’s about creators. For six weeks, Bajaj will run a series of challenges for young people to submit original content, powered by AI tools that simplify the creation process. The campaign isn’t asking the audience to watch. It’s inviting them to participate.

We said, what is a larger consumer behaviour subculture we could take on and drive that affinity for the brand further? That’s where this idea came in. Can we become a platform for those who want to be seen and heard?” said Sumeet Narang, President - Probiking, Bajaj Auto.

The foundational stones for Pulsar Underground were laid in observational insights. Bajaj Auto, in collaboration with Ogilvy, identified a behavioural paradox within Gen Z: everyone is seeking to become a creator, but most are stuck scrolling.

“In wanting to be creators, most people are actually spending their day just consuming content rather than creating it. So, there's a behavioural disconnect, which was one key insight we noticed,” said Narang.

The second, equally striking trend was sameness in expression. “Even in the creator world, there’s a creeping sameness in what’s being put out. That’s where we found a powerful angle for the brand,” he added.

The motorcycle maker identified three most popular areas where people were creating content - Music, Dance, and Art. The platform is built to run in real time. 

Creators can use the platform to create content around these themes. Top entries will win prizes, including the Pulsar itself, and some creators may get the opportunity to work with larger influencer names in the ecosystem, Narang stated. 

Importantly, Pulsar Underground is not a collaboration with external platforms. It’s fully proprietary. “It’s a platform that would be created and owned by us. If somebody creates something extraordinary and the world just loves what the person has done, that’s great. We would love it. The idea is to enable, not direct,” Narang clarified. 

Chiming in, Sukesh Nayak, Chief Creative Officer, Ogilvy India, said, “We stopped short of preaching to the young generation in any way. People don’t need to be told what to do. Our job is to inspire, not preach.”

 The campaign’s TVC sets the tone, but the platform is where the action is meant to happen. While the platform is youth-first, the brand confirmed that Pulsar Underground is not limited to riders or existing customers. In fact, it’s open to anyone who wants to create.