Where it connects? The Indian man- shy and yet dreaming to do a daring feat. The attitude has been "Catch me if you can". He does not hide or live in shame for robbing a bank and to make matters even likeable is the sense of charm which he dispels at the counter girl. Its gives the "macho" feel to the "not so macho guy". He is tempting and inviting.
How different is it from the earlier versions?
There is a major shift in the positioning of this brand Pulsar 220. The same daring attitude has been reflected but with a lot of finesse and dignity. Its more a Bond Style bad boy image and the international look given to the ad makes it more convincing. Its not stunts any-more but raw power. Power of being fast.
However, in some sense it has still been the usual Pulsar ad - "Its definitely male" and the carefree attitude of the lighter versions is still promised.
Overall, the brand appeal has been more focussed to concentrate on the target segment and creating a strong brand. I think at this point, the connect has been and the numbers must be watched to see the real outcome.
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