The spirit and the Mania

he montage reaches a crescendo of action and soulful music, and by the time we’re through with the seventy second audio-visual treat, the hair on my arms is standing on ends.

Ok, so this is a little dated, but I’m glad the topic is still perfectly relevant because the ad, in so many ways, stands for the changing face of Indian motorcycling. No respect lost for the men on screen, but the ad treats them all as faceless, helmeted men. Once the awe of the magnificent stunts is over, the bikes emerge as the true stars of the ad. Not in a USP-selling, product glorifying manner. The treatment is so much more honest – it is all about a bunch of guys having some (very graceful and spectacular) fun on a bike.

And it is this honesty that appeals so much to a biker’s heart. Not a word spoken. No stereotypical heavy metal riffs, no sweet college girls to woo onto your bike, no mileage claims and no macho film stars splashing vengeful mud on the bad guys. For once, the ad is not about what the bike can do for you, but about what you can do on a bike. That is what the mania of being on a motorcycle is all about. For replicating that mania through this commercial, here’s a huge kudos to the team, and heartfelt gratitude for the pleasure.

Did I say stars? I should rephrase that. No respect lost for the men on screen, but the ad treats them all as faceless, helmeted men. Once the awe of the magnificent stunts is over, the bikes emerge as the true stars of the ad. Not in a USP-selling, product glorifying manner. The treatment is so much more honest – it is all about a bunch of guys having some (very graceful and spectacular) fun on a bike.

Abhijit Awasthi, National Creative Director for O&M India has been the man behind the Pulsar brand’s ads through the years – right from the ‘Definitely Male’ campaign, beside other funky ads for Asian Paints and Fevicol. His foreign comrade in arms and the director for this commercial shot was Lourens Van Rensburg, an award-winning director for Velocity Films and Ogilvy Johannesburg, and a die-hard biker himself. A special mention for the super-cool duo of Paul Norwood and Craig Hawkins of the Audio Militia, two immensely talented South African youngsters responsible for the music. And how can we forget the stunters on screen – a select group of six including European Stunt champ AC Farias and Irish stuntman Mattie Griffin, all superstars in their own right.