Bajaj Electricals has unveiled a new TVC to promote its product offerings in the sub-segments of the fans category. The commercial, created by Leo Burnett, "reveals" the real reason behind miracles by Indian babas.
Watch the TVC here (story continues below)
On the thought behind the new campaign, KV Sridhar (Pops), national creative director, Leo Burnett, said, “A brand’s ambition must take flight from its reality. We decided to start from the existing brand positioning ‘Incredibly fast’, something that we had invested in over several years building.”
Noting that as with all memorable communication, the creative idea here too is inspired from real life, Kapil Mishra, executive creative director, Leo Burnett, said, “Even in the 21st century, many gullible people are taken for a ride by many unscrupulous so called babas. From fake quacks to the one’s pulling 'miracles' on simpletons, they’re just everywhere. We decided to use this insight as the backdrop of our film. The film is a funny expose of the ‘miracle’ Baba’s of India and reveals that the real force behind all their miracles is actually the incredibly fast Bajaj Fans.”
R Ramakrishnan, executive director, Bajaj Electricals, added, “We wanted a creative which even a common man whether he lives in a city or a village should be able to relate easily. With this film, our expectations have yet again been surpassed, with the core message of ‘incredibly fast’ and a very large range of Bajaj Fans, being delivered in an extremely entertaining and memorable manner.”
The film has been shot with multiple Cannes winning international director, John Doe. “Having directors who stop at nothing but the best, made this film another pursuit of excellence for us. The little nuances captured beautifully by them, added tremendous charm to the film”, said Nitin Sharma, brand partner, Leo Burnett.
Client: Bajaj Electricals
Creative agency: Leo Burnett
National creative director: KV Sridhar
Executive creative director: Kapil Mishra
Copywriter: Rajeev Kumar, Kapil Mishra
Production house: Pumpkin Pictures
Director: John Doe Films, Germany
Client Servicing: Samarjit Choudhry, Nitin Sharma, Schelicia Caszo
Films: Manoj Pillai