Bajaj Electricals aligns with family, salutes the homemaker

Bajaj Electricals has rolled out a brand film titled 'We are family'. The film has been conceptualised by Onads Communications.
 

The film opens with a man waking up to an alarm clock. He quickly shuts it and sneaks out of his room, while his wife continues to sleep. He goes on to wake up his young daughter and son. It seems they are all gearing up for a special occasion. All the appliances speak to the family as they get things ready. Breakfast soon adorns the dining table.
 

As the lady wakes up and walks out to wake her children up, she notices that her family is missing, until she walks into the kitchen. The trio surprise her with ready breakfast, ironed clothes and them ready for the day. She looks at them and asks why. The husband replies that this is to return the favour she made nine years ago, when she sacrificed her career to bring up the family. The children continue that since she's now resuming work, this is their return gift for her. The film ends with shots of Bajaj Electricals' products.
 

Jignesh Maniar, founder, Onads Communications, said, "It’s only when the house has fans, lights, mixers, irons, cookers and other appliances does the house become a home. The vast Bajaj Electricals range of appliances has been a part of the Indian familes and home for the past 75 years and we are nothing less than family. This was the genesis of the new campaign thought 'We are family'."
 

Beena Koshy, vice president and head – advertising and brand development, Bajaj Electricals, said, “The campaign perfectly encapsulates what we as a company have always felt in terms of our relationship with our consumers,  ‘We are family’. Also earlier the adage was that behind every successful man was a woman. But in today’s modern age it is behind every successful woman there is a family. This film beautifully captures this insight.”
 

The campaign broke on 26 October. Along with the TVC, the campaign also consists of digital, radio and POS. 
 

Credits
 

Client: Bajaj Electricals
Creative agency : Onads Communications

Vice president and head – advertising and brand development: Beena Koshy

Director (film): Prashant Issar

Production house: Tubelight Films

Producer: Radhika Sawhney