Bajaj Electricals turns 75; puts the shine on products

After bagging Bajaj Electricals' creative duties, Onads Communications has rolled out its first campaign for the company. A campaign titled 'Shine On' has been created to celebrate Bajaj Electricals completing 75 years.

The TV leg of the campaign features two films showcasing the company’s range of products with the help of a jingle. The lyrics are comprised of just the product names. Both the films open with an infant waking up to the sound of a pressure cooker. They then touch upon the product range from the company like water heater, induction stove, lighting and fans through funny slices of everyday life. Both the films end in the same manner, with the a shot of the company’s old light bulb TVC, before a super announces Bajaj Electricals completing 75 years, and having a portfolio of 1400 products.

Jignesh Maniar, founder and chief creative officer, Onads Communications, said, "Bajaj Electricals wanted to celebrate its 75 years by rolling out communication to show how it as grown from just being a bulb company, to one which consists of 1400 products. We wanted to revamp the image and make it more relevant for the youth as well. The creative idea for the film came from one of the meetings we had with them. It was mentioned that they make 1,400 products, which we thought was interesting and thought of making a song to showcase their products. So we decided to tell short, charming quirky two to three-second stories around some of them. The old Bajaj Electricals ad still brings in a lot of nostalgia and we wanted to tell the people of India that we have come very far from a company that just makes bulbs. That’s why we put a shot from the old ad in the end.”

Along with the TVC, a print campaign has also been rolled out. See the print ad here:

Credits
Client: Bajaj Electricals
Agency: Onads Communications
Founder and CCO: Jignesh Maniar
Senior creative director: Milind Palav
Group creative head: Shruti Nayak
Production house: Early Man Films
Composer and singer: Sneha Khanwalkar