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Tag: Bajaj

  • Bajaj lights up Kolkata’s Pujo with power and poise

    Bajaj lights up Kolkata’s Pujo with power and poise

    MUMBAI: Talk about turning up the wattage this Pujo! Bajaj plugged into Kolkata’s festive spirit with a sparkling campaign that blended tradition, technology, and a touch of nostalgia.

    The brand didn’t just stay home this year, it stepped into the heart of the celebrations, lighting up some of Kolkata’s most iconic pandals. From a radiant LED tunnel at Deshpriya Park to towering displays at Sreebhumi Sporting Club and a 16-day-long sky high LED spectacle at Tala Park Road, Bajaj quite literally became part of the city’s festive glow.

    Adding digital dazzle to the celebrations, actress and influencer Ishita Dutta brought her Bengali roots and warm charm to a special film that celebrates the flavours of Durga Pujo. In the short, she recreates her mother’s festive dishes: khichuri, labra, chutney, and payesh, with a little help from the Bajaj Evoque 1000W mixer grinder. With its sturdy motor, Duracut blades, and tough military-grade jars, the Evoque became the star of the kitchen, blending heritage with modern ease.

    The campaign encouraged devotees to share their Pujo snapshots across social media, tagging Bajaj electricals and creating a citywide ripple of festive energy online.

    With its glowing pandal presence and heartfelt storytelling, Bajaj once again proved it knows how to light up not just homes, but hearts too.

  • Bajaj’s robust summer push durable appliances spotlighted in new campaign

    Bajaj’s robust summer push durable appliances spotlighted in new campaign

    MUMBAI: Bajaj, has launched a comprehensive multimedia summer campaign focusing on its fan and air cooler ranges. The initiative emphasises the brand’s commitment to durability, promising consistent performance that evokes a ‘day-one like feeling’ regardless of life’s changes.

    The campaign features a series of contemporary films designed to resonate with today’s consumers, employing relatable, everyday scenarios to forge emotional connections. These films are being broadcast across digital platforms and connected television, capitalising on seasonal demand.

    Bajaj is also leveraging its presence at the major T20 League cricket tournament, a highly viewed Indian sporting event, to bolster its brand visibility. The company aims to utilise the event’s high-profile nature to reach a wide audience and reinforce its brand message.

    The campaign comprises four films focusing on summer essentials BLDC, induction, and TPW fans, and air coolers. Utilising a ‘How It Started vs. How It’s Going’ narrative structure, the films illustrate the longevity of Bajaj appliances, showcasing their continued reliability over extended periods.

    Bajaj Electricals head of advertising & brand management Devika Sachdev said, “This campaign brings our promise of durability and toughness to life with a refreshed narrative that aligns with the aspirations of today’s consumers. Through engaging storytelling and a strong digital-first approach, we aim to create meaningful brand conversations, ensuring Bajaj remains the preferred choice for all home appliances needs.”

    Tilt Brand Solutions chief creative officer Adarsh Atal, said, “Our goal was to strengthen the Bajaj brands connect with the modern discerning consumer while staying true to its legacy. By tapping into real-life relatable narratives, we’ve created a campaign that feels both fresh and familiar. It’s always exciting to craft work that spark conversations and connects across generations.”

    Bajaj’s summer range includes advanced BLDC fans for enhanced energy efficiency and air coolers with an extended three-year warranty. The products are available for purchase online and in retail stores.

  • Bajaj unveils eyecatching 3D anamorphic hoarding in Bangalore

    Bajaj unveils eyecatching 3D anamorphic hoarding in Bangalore

    MUMBAI: At the bustling Garuda Mall in Bangalore, shoppers pause in awe as a hoarding came to life, showcasing Bajaj’s latest outdoor billboard, Built for Life. Using cutting-edge 3D anamorphic technology, the hoarding transforms traditional brand visibility into an immersive experience, underscoring Bajaj’s commitment to innovation, durability, and contemporary design.

    The hoarding spotlights two ranges of Bajaj products – water heaters and mixer grinders – and redefines how consumers engage with appliances. At the heart of the initiative is a series of dynamic 20-second videos. Each opens with a metallic shutter bearing the Bajaj logo, sliding open to reveal a high-tech space. Hero products, such as water heaters and mixer grinders, rotate elegantly in 3D before seamlessly transitioning to real-life kitchen and bathroom settings.

    The videos highlight two key categories:

    . Water Heaters: The pentacle digi, featuring a remote and digital display, and the Contempo water heater, known for its marine grade glass line coating and ten-year warranty on the DuraAce Tank.

    . Mixer Grinders: The Evoque 4-jar mixer grinder (1000 watts), designed for south Indian kitchens, with military-grade jars and DuraCut blades that come with a lifetime warranty.

    Head of advertising & brand management Devika Sachdev commented, “The Built for Life anamorphic hoarding marks a new chapter in how we connect with our audiences. By using 3D anamorphic technology, we are not just showcasing our brand and our range of durable products but are in fact creating an immersive experience that reflects Bajaj’s vision of innovation and modernity. This campaign is about redefining how consumers see and engage with us in a rapidly evolving digital landscape.”

  • Bajaj Lighting launches campaign to engage new-age consumers

    Bajaj Lighting launches campaign to engage new-age consumers

    Mumbai: Bajaj,  a leading lighting brand, has launched its latest campaign on “Built to Shine”. The campaign focuses on the brand’s unique ability to blend cutting-edge technology with aesthetic appeal, offering a versatile range of lighting solutions that cater to today’s consumers. Bajaj began its journey as a trusted lighting company back in 1938 and has reinvented its offerings to remain relevant to the dynamic landscape. Bringing over 80 years of generational expertise in lighting solutions, the brand’s latest campaign reaffirms its commitment to innovation while staying attuned to the evolving needs of modern consumers.

    Bajaj Lighting’s latest campaign bursts with youthful energy, showcasing the brand’s lighting expertise and commitment to its research and innovation. The film features a lively young woman dancing through her day, with every step and twirl triggering a unique lighting experience that perfectly matches her mood and movements. This reflects Bajaj’s “Built to Shine” philosophy which promises lighting solutions that adapt seamlessly to life’s dynamic flow. Highlighting an impressive range of products, the campaign includes motion-activated lights that brighten with every step to smart lamps with a 16-million-colour spectrum for customizable ambience, blending advanced technology with personal expression. When the power cuts, backup lighting ensures that the glow never fades, keeping your moments uninterrupted. Spanning TV, Digital, and connected TV channels this campaign showcases how Bajaj Lighting doesn’t just illuminate spaces—it elevates experiences.

    Commenting on the campaign, Head of advertising and brand management Devika Sachdev said, “With over eight decades of lighting expertise, Bajaj Lighting draws on its rich legacy to address the needs of today’s diverse consumers. Our campaign reflects this expertise, offering innovative solutions that appeal not only to the youth but to a broad spectrum of modern consumers. By offering aesthetic appeal with practical, energy-efficient technology, we aim to strengthen our brand’s presence across generations and reinforce our commitment to lighting solutions that enhance everyday living.”

    “Through this campaign, we wanted to highlight Bajaj Lighting’s ability to innovate while staying true to its legacy. By focusing on their brand promise ‘Built to Shine,’ we’ve strategically positioned the brand as not just a provider of lighting solutions, but as an enabler of elevated lifestyles for the modern consumer. This campaign not only reinforces Bajaj’s market leadership but also creates an emotional connection by integrating technology, aesthetics, and the promise of lasting quality,” said McCann’s creative director.

    Bajaj’s commitment to meaningful innovation is evident in products like Insect Shield, Eye Care Technology, and Smart Lighting solutions. These offerings add both functional and aesthetic value to consumers’ homes. Their LED lighting products not only reduce energy consumption but also support eco-friendly initiatives, making them a popular choice among environmentally conscious consumers. Many of these products come with BEE Star Ratings, further solidifying Bajaj’s role in driving sustainable innovation within the lighting industry.

  • Kochi’s Onam spirit is celebrated by BAJAJ’s 1000-watt mixer grinder impact hoardings

    Kochi’s Onam spirit is celebrated by BAJAJ’s 1000-watt mixer grinder impact hoardings

    Mumbai: This Onam, BAJAJ has introduced its latest range of durable and powerful 1000-watt mixer grinders designed especially for South Indian kitchens. To celebrate this launch, BAJAJ has rolled out a series of impact hoardings at key locations in the vibrant city of Kochi.

    Our hoarding highlights the Bajaj Mixer Grinder as essential to the endless preparations of Onam Sadya, showing raw, tough-to-grind ingredients going in and perfectly prepared Sadya dishes emerging. The headline #BuiltForNirththaatheCelebrations reflects Bajaj’s commitment to supporting life’s enduring moments, ensuring that the joy of Onam remains vibrant and alive, and embodying the spirit of Nirththaathe (endlessness). To know more about their latest range of durable mixer grinders, head to the brand store on Amazon.

    This is a significant step for BAJAJ, demonstrating their dedication to the South Indian market. The brand has unveiled a hoarding in the prominent Kaloor Stadium location in Kochi. The striking visuals on the hoardings highlight the grinder’s strength and ability to handle the toughest ingredients needed for Onam Sadhya preparations. The creative imagery shows raw ingredients, crucial for the traditional feast, being seamlessly transformed into perfectly blended Sadhya dishes.

    Commenting on the initiative, Devika Sachdev, head of advertising and brand management, said, “This campaign reflects our commitment to providing products that truly meet the needs of our diverse customers. By showcasing our latest innovation, we’re not only enhancing the festive spirit but also reinforcing our presence in the South Indian market. BAJAJ is here to make everyday cooking and special occasions alike easier and more enjoyable.”

    The Bajaj Ninja Series features DuraCut Blades with a lifetime warranty, ensuring precision and durability. Key models include the Powergrind 1000W, Quartz Max 750W, and Elegance Max 500W Mixer Grinders. The Bajaj Military Series, known for its Military Grade Jars and DuraCut Blades, offers robust strength in models such as the GlamMax 1000W, Evoque 1000W, and Glamore 1000W Mixer Grinders. The Bajaj Armor Series is equipped with the MetaGrip Metal Coupler, alongside Military Grade Jars and DuraCut Blades, featured in the Quadra and QuadraMax Mixer Grinders. Each series boasts a fresh design language and is available in premium, vibrant colours that enhance any kitchen décor. Together, these mixers combine industry-first durability features with stylish aesthetics to meet diverse cooking needs.

  • This Independence Day, BAJAJ salutes the true heroes who are Built for Life

    This Independence Day, BAJAJ salutes the true heroes who are Built for Life

    Mumbai: BAJAJ, a consumer appliances brand, launched a special Independence Day campaign celebrating resilience and strength, featuring the inspiring stories of two real-life heroes. In collaboration with Lieutenant Commander Bijay Nair (Retd.), a distinguished Navy veteran, and Major Prajakta Desai (Retd.), India’s first female UAV observer pilot and an Army Aviation Air Traffic Controller, BAJAJ brings their stories to life. These films, narrated by the veterans and enriched with authentic visuals from their service, embody the principles of unwavering determination and indomitable spirit—values reflected in both the lives of those who serve the nation and the brand that serves its consumers. Through this initiative, BAJAJ salutes these extraordinary warriors who are truly “Built for Life.”

    https://www.linkedin.com/company/bajajelectricals/posts/?feedView=all

  • Bajaj Electricals unveils its revamped brand positioning

    Bajaj Electricals unveils its revamped brand positioning

    Mumbai: Bajaj Electricals has unveiled its latest brand positioning, “Bajaj: Built For Life.” This is a large-scale transformation campaign for the brand backed by consumer insights, innovation, and robust research and development capabilities to offer a strong product portfolio to enhance the customer experience.

    The pan-India multimedia campaign “Built For Life” will be leveraged across TV, print, digital & in-store. The brand’s creative agency McCann Worldgroup India has worked on the film.

    The brand has released a film encapsulating its brand promise that complements the lives of its modern-day consumers.

    Bajaj takes pride in being in tune with consumers’ changing tastes and preferences and invests in R&D that helps translate needs gaps into products. Consumer insights highlight that today’s consumers are aspirers who have the ability to endure, be resilient, and consistently perform to take on life’s challenges that matter most. Their time-constrained lifestyle must be ably supported by home appliances that perform seamlessly without glitches or inefficiencies. Bajaj’s new product portfolio and brand positioning are inspired by the Indian consumers’ spirit to endure, not give up, persevere, and keep performing. Additionally, the brand’s category-wise, in-depth research highlighted multiple consumer pain points in each category, which have been addressed by considerable investments in R&D and product design. Thus, the new positioning of Built For Life is a promise of durability, and their resultant portfolio of home appliances is high-end, aesthetically pleasing, and low-maintenance.

    At the launch of the campaign, Bajaj managing director and CEO Anuj Poddar said, “At Bajaj Electricals, our consumers are at the heart of our business. Our brand has always stood for trust — our consumers’ trust in our products and services for over 80 years. As we take this legacy forward, we are at the right juncture to take the Bajaj brand to the next level. This change has been introduced to create a sharp and unique positioning for the brand while offering a strong value proposition to our consumers. Our visual identity will be smarter and more contemporary across all touch points. At a strategic level, this establishes a focused platform that we will build upon with a range of product offerings over the coming months and years. We are truly excited about this, and I am sure this sets the stage for driving our future growth.”

    Adding to it, McCann Worldgroup executive chairman and regional ED AP Prasoon Joshi said, “Bajaj as a brand name has been synonymous with the quality of dependability for decades, with cross-generational trust at its core. However, that is only the starting point, as the trajectory is that of innovation in sync with changing customer needs. The new brand identity underscores the powerful brand idea of tenacity and resilience, which are required to evolve and build in life.”

  • Ogilvy unveils new campaign ‘Pulsar unleashing its Mania’ for Bajaj Pulsar

    Ogilvy unveils new campaign ‘Pulsar unleashing its Mania’ for Bajaj Pulsar

    Mumbai: Bajaj Pulsar has launched its latest motorcycle, the Pulsar N160, with the most sedate advertisement on television.

    The ad is an extremely clever way of getting a nod of approval from audiences, who often sat up and took note of “Pulsar unleashing its Mania” on national television.

    In all its glory, and absolutely unlike the Pulsar advertising of two decades ago, this video showcased a stationary motorcycle. The intrigue comes from one clear instruction: scan the QR code on screen to watch the most thrilling Pulsar video ever!

    The QR takes the viewer to YouTube, where the real advertisement will be played for the true enthusiast. The rider is seen on the all-new Pulsar N160, displaying breath-taking riding control while performing jaw-dropping stunts set in a city maze, all happening to the beats of an addictive music track.

    Furthermore, this QR code has been seen all over many Indian cities and towns—in public spaces, public transport, youth-centric spaces, from college notice boards to cafes and so on. Essentially, branding the most mundane and boring pieces of our day as opportunities to become the most thrilling moments of the day.

    Speaking on the campaign and how they were convinced that this is “the” way, Bajaj Auto head of marketing Narayan Sundararaman said, “Brand Pulsar is all about action and thrill. For its new avatar as the Pulsar N160, we had to deliver a communication package that would talk about the category-first feature of Dual Channel ABS. In this cluttered media environment, we thought our best chance would be to involve the viewer and nudge them towards a thrilling film… Do they want to watch an ‘uncensored’ ad of eye-popping motorcycle action? It’s great to see that the answer is a resounding yes!”

    Speaking on the collaboration with Bajaj, Ogilvy chief creative officer Sukesh Nayak said, “Pulsar is the most thrilling motorcycle on the road, so we took its communication a notch higher on thrill. How? We got their attention twice! We made an ad in an ad. First, we made a censored Pulsar ad for TV and released it with a QR code. The film invites die-hard Pulsar fans to scan and watch the most exciting ‘Uncensored Pulsar ad’ of all time. The ‘Uncensored Pulsar QR code’ will make not just the TV ad but every ad thrilling – newspaper, outdoor, and even posters. Let the thrill take over.”

  • Publicis Groupe announces Creative Council for South Asia; onboards Rajdeepak Das as chairman

    Publicis Groupe announces Creative Council for South Asia; onboards Rajdeepak Das as chairman

    Mumbai: Publicis Groupe on Tuesday announced the appointment of Rajdeepak Das as the chairman of the Groupe’s newly launched Creative Council for South Asia.

    Leo Burnett South Asia CEO and CCO Rajdeepak Das in addition to his current role will add depth and dimension to the Groupe’s creative products. As part of the additional role, he will lead the overall creative direction, product, and thinking for the Groupe and will champion narratives that truly empower and define the next stage of Indian creativity.

    The newly launched Creative Council for South Asia will further strengthen the Groupe’s inspiring, truly remarkable creativity that transforms brands and businesses. Publicis Groupe has a rich culture and legacy of transforming brands through progressive, purposeful creativity. The council will channelise capabilities across creative, data, media, and technology to create progressive, modern, purposeful work with Publicis Groupe’s unique power of one strength.

    Publicis Groupe South Asia CEO Anupriya Acharya said, “At Publicis Groupe,  we have a tremendous roster of brands, scaled capabilities across design, experience, data and technology, the finest talent pool and the ‘Power of One.’ There is no better time than now to bring all these together and partner our clients in building truly epic work and epic brands. Rajdeepak who apart from being a dynamic and gifted creative leader, has been the force behind many famous, iconic campaigns for leading brands and has pivoted Leo Burnett India to top position among creative agencies in the country today;  he was but a natural choice for this role.”

    Speaking on his appointment, Das said, “It is an honour to lead The Creative Council for Publicis Groupe South Asia. The council will use the power of brand purpose and new-age creativity to bring a positive impact to people’s lives. The council will help pedigreed brands collaborate closely with the world-class talent of the Groupe. I can’t wait to get started and look forward to leading a power-packed council that is going to create next-generation solutions.”

    Das is an outstanding creative leader, with over 20 years of experience in building successful brands. He is a great believer in the power of modern creativity to transform human lives. From saving India’s biggest national treasure, the INS Vikrant warship, with the help of Bajaj, to being part of “Roads That Honk,” the world’s first anti-collusion road management system for Hindustan Petroleum, to developing India’s first micro-finance system, his work speaks for itself and is centred on human values.

    His movement for Whisper “Touch The Pickle” won Procter & Gamble the inaugural Cannes Glass Lions Grand Prix for breaking the menstrual taboo. More recently, Das’s work for Whisper “Keep Girls In School” won Leo Burnett India and P&G a Cannes Lions Grand Prix in sustainable development goals. The agency also won the title of ‘Creative Agency Of The Year’ at The One Show Abby Awards, Goafest ’22.

    Das has more than 100 international awards to his name, such as The One Show, D&AD, and Spikes. He was the only creative head featured in the popular Netflix series The Creative Indians Season 4.

    In his words, Das’s biggest creation till date is Apollo 11, a specialised division of Leo Burnett India or what he refers to as “The Mutant Creatives.” This is a team of hugely talented young people in their 20’s with backgrounds such as aerospace engineers, product designers, data analytics and environmental scientists, who solve brand and human problems with him. His focus is on new-age brand solutions, and he believes “Only way to predict the future is to build it yourself.”

  • Bajaj Allianz Life Insurance launches personal finance education campaign

    Bajaj Allianz Life Insurance launches personal finance education campaign

    Mumbai: Bajaj Allianz Life Insurance has launched an educational initiative under the theme “Life Goal Mantras”. The campaign aims to simplify personal finance and insurance concepts collaborating with content creators.

    Every episode, in this short-format video series, focusses on a single personal finance concept simplified by the influencer in an engaging manner. Bajaj Allianz Life Insurance’s ‘LifeGoal Mantras’ campaign videos will be available on the social media pages of the company and the influencer.

     

     

    Starting with influencer Aiyyo Shraddha, the initiative simplifies several financial concepts including Rule of 72, equity allocation formula, size of insurance cover, 10-5-3 investment allocation thumb rule, and many more.

    Commenting on the educational initiative, Bajaj Allianz Life Insurance chief marketing officer Chandramohan Mehra said, “One of the challenges driving personal finance awareness is the seemingly complex concepts and jargons. Through the initiative, Life Goal Mantras, we aim to leverage social media influencers to educate and advise the newer generation of investors, about key personal finance concepts in a manner that aids easy comprehension and strengthens resonance with the brand.”