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Tag: Devika Sachdev

  • 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 appoints Tilt Brand Solutions as brand & communications partner

    Bajaj appoints Tilt Brand Solutions as brand & communications partner

    MUMBAI: When a brand built on trust, durability, and innovation decides to level up, it calls for a partner that can match its ambitions. Bajaj has brought Mumbai-based Tilt Brand Solutions on board as its official brand and communications agency on record for its consumer appliances and lighting portfolios. With Bajaj’s ongoing premiumisation journey, this partnership aims to sharpen its positioning under the ethos “Built For Life”.

    Bajaj Electricals head of advertising & brand management, Devika Sachdev shared her enthusiasm for the collaboration, “We’re happy to have Tilt Brand Solutions onboard as true partners in this pivotal phase of brand growth. Their passion for the brand and innovative approach will help us craft meaningful solutions and experiences that not only resonate with today’s discerning consumers but also strengthen Bajaj’s position as a modern, premium brand in a dynamic marketplace.”

    Devika and hari

    Tilt Brand Solutions will drive go-to-market strategies, integrated brand communication planning, and positioning initiatives to reinforce Bajaj as a contemporary and aspirational choice in an evolving market.

    Tilt Brand Solutions group chief business officer, Hari Krishnan highlighted the agency’s commitment to the brand’s evolution, “We are excited to partner with Bajaj at this pivotal point in the brand’s journey. As an industry leader for long, we are grateful for the trust they’ve placed in us to enable their ongoing transformation and support the expansion and consolidation of their reach across the nation and wider consumer segments. Our partnership will focus on through-the-line brand positioning, communication, and management across touchpoints.”

    With Tilt Brand Solutions at the helm of Bajaj’s brand strategy, the future looks bright—and built to last.

     

  • 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.”

  • 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.

  • BAJAJ aims at forging stronger bonds with today’s generation through summer campaigns for Fans and Air Coolers

    BAJAJ aims at forging stronger bonds with today’s generation through summer campaigns for Fans and Air Coolers

    Mumbai: BAJAJ, a renowned consumer appliances brand, has released two ad films for pan India Fans and Air Coolers Campaigns, embodying the brand promise of “Built for Life”. The films capture the essence of grit, perseverance and determination through captivating narratives that resonate with the modern Indian consumer.

    The fans ad film follows the story of a hula hoop teacher mentoring a group of young children. After the session concludes, one child displays exceptional determination and continues practicing, driven by her unwavering spirit. Moved by her dedication, the teacher increases the speed of the BAJAJ fan, to enable her determination to surpass her limits. The film ends with a voice over that summarises the message of the film: “To outshine your best, you need relentless determination. And to empower your journey, Bajaj Fans are built tough. Its uniquely engineered Super5Tuff technology is built to keep going. Bajaj, Built For Life.” The new range of BAJAJ fans are not just stylish, but also energy efficient and are backed by tough built of the product which gives long-lasting air comfort.

    The air coolers ad film captures a poignant moment between two social media influencers filming an aerial yoga sequence, where one concludes what seems like a challenging session. After the session, one influencer pauses to check the shot, while the other continues to practice, pushes herself, symbolizing her tough resolve. He appreciates her extraordinary efforts and increases the speed of BAJAJ air cooler to support her in her pursuit. BAJAJ’s air coolers fit seamlessly in the life of the consumer mirroring the tough resolve.

    Bajaj Electricals Ltd head of Advertising & Brand Management, Devika Sachdev commented: “The BAJAJ campaigns aim to inspire and empower consumers, reflecting our belief in their potential to achieve anything their set their minds to. Through this ad film, we celebrate the spirit of determination and showcase how BAJAJ products stand by our customers, no matter the challenge. With our latest launches, we also wanted to connect with our audiences on a whole new level. That’s why we’ve launched this campaign that represents the resilience of discerning modern audience and helps us speak directly to them.”

    McCann Worldgroup executive director & India head of Creative Ashish Chakravarty added, “In today’s fast-paced world, individuals are relentlessly pursuing excellence in all facets of life. The campaign’s concept aims to embody the brand’s commitment to empowering individuals in their pursuit of progress. This BAJAJ films offer a youthful and invigorating perspective on this ethos.”