Agency: McCann-Erickson
Packed with 15.2 BHP and first time features, Apache RTR 160 (Racing Throttle Response), speaks pure aggression. TVS Apache RTR (Racing Throttle Response) is packed with 160cc over-square engine which oozes out 15.2bhp in order to reach the top speed of 118kph; is available at Rs.58,584 (ex-showroom, Delhi). What has put the prior success of Apache (150) on note is its mileage – “the” thing which almost every typically Indian looks whatsoever the cc might be…Phew !!
Well the ad is all about style, attitude with the a little bit of “oomph” factor, not from the lass of course, but from Apache itself. Apache has found its bit of share, rather bite of share by coming next to the pulsating sales of Pulsar DTS-I in the 150cc &150cc(+) segment. I remember the first where some street-smart dudes cast a spell on a girl who is on a so-called date with her man, while the guy seemed to be at a business meeting. The guys grab the girls’ attention by performing stunts.
Bajaj Pulsar was launched at a time when Hero Honda was at its peek, with all Splendors & Ambitions doing wonders. But the show stealer played its part. Pulsar slowly waded its way all through the way every-time. Whether it was the strategy to launch Ambition, Ambition 135, and Achiever in a close range to get a pie of the biker’s pick or whether it was launching HONDA Unicorn, an assumed substitute to CBZ (which was unfortunately not doing well). The strategy was to build on mileage but to no avail.
The recent ad speaks about practical classes….I mean practical classes on road. Just precisely exact to grab attention of wannabes. The ad made me recall some parts of “Five Point Something”. Wish such a thing took place there too. It speaks about confidence not of a playboy of course, but of a cool dude. What is it that drives these creative guys to make ads for all 150+ cc bikes almost of the same taste? (The latest Pulsar being just a bit different, just because there were no ladies shouting “it’s a male”.) What makes the Pulsar 220 ad class apart is more of the animation & the music. Rest all ads as far as I can recall were of the same genre. The CBZ Xtreme –being a more of over rated exaggeration of animated stunts. And of course the dialogue “Thinking is such a waste of time”…seems as if this reincarnated machine is gonna face the same consequence as that of its predecessor.
