To reach this audience, the manufacturer identified physical and virtual youth hangouts — ranging from malls to social networking sites — and made sure the Pulsar 135LS was seen there. Bajaj Auto General Manager (marketing) Milind P Bade says: “Since the Pulsar 135LS is targeted at the youth, marketing has also largely been through activations at youth points and the internet. All of which have created a lot of positive buzz around the bike that is reflected in the sales numbers.”

For a product to truly work, it must actually live up to what it portrays. And the Pulsar 135LS managed to do just that. The engine, for instance, boasts a four-valve head which in itself is a novelty in the segment. Keeping the design light has bestowed the Pulsar 135LS with performance that equals larger 150cc bikes, and sometimes even exceeds them. But in keeping with the segment, Bajaj Auto has cleverly given the small Pulsar an upright riding stance without losing the sportiness — and that makes it a comfortable commuter or a great all-rounder.With such a multi-faceted motorcycle, Bajaj Auto can safely say that it has a bike that has no direct competition. It is partially true, as the only other serious 135cc player is Bajaj Auto’s own Discover 135 DTS-i.

When it comes to pricing, at Rs 53,000 ex-showroom Delhi, the Pulsar 135LS operates in the same zone as the 125cc segment. But by offering 150cc-like styling and performance, that too at the price of an up-market 125cc commuter, the newest Bajaj Auto motorcycle has created a niche for itself. It has disrupted the sub-150cc segment by making it more exciting and vibrant. More than that, it has made the aspirational values of the Pulsar brand much more accessible to motorcycling enthusiasts.