Bajaj Electricals has launched a campaign for its brand of fans (Bajaj Fans) to highlight the positioning move from functionality to style. The TVC created by Soho Square went on air on 15 April.
The TVC attempts to communicate the evolution of the brand and announce its entry in the premium category using quirky humour.
The film titled ‘Band’ features members of a band who are unable to perform. It opens with a man in dressed in retro clothing blowing the trumpet. The film then moves to a young boy (protagonist) who leans against a wall and addresses a guy who is wearing eye covers as Stevie. He asks Stevie as to what has happened to him? The man replies that he has a habit of walking in his sleep. The boy then asks Stevie what has happened to the other band performers. He replies that the harmonica is missing from the musical instruments. He then asks Stevie why are the band members moving like that, to which he gets a reply saying, 'Bajaj ka pankha leaves everyone ‘hakka bakka, pakka’ (Bajaj Fans leave everyone surprised, for sure.) The young boy then looks at the ceiling fan and squeaks, “Pakkapakka.” Stevie is then shown turning the fan on. The band members are then shown playing in discord and Stevie gets the protagonist to play the mouth organ. The voice over explains, “Bajaj ka beautiful pankha kar de sabko hakka bakka, pakka.”
Beena Koshy, vice president and head - advertising and brand development, Bajaj Electricals, said, “Over the past decade the emphasis was on the functionality of the fans with the creative hook on ‘incredibly fast’. This year however we have a range that is aesthetically good looking in the premium segment, which we wanted to make our presence felt in. So the concept is based on the fact that Bajaj fans are so stunning that you will fumble for words. We are looking at a complete 360-degree communication with good presence in mainline media while also showcasing the range at retail level."
"A fan has to cool down a room. That's it! We thought so too, until we saw the latest range of fans from Bajaj - real stunners, they'll change the way you look at fans. The campaign built on this core thought. We took situations where the fans catch the protagonists by complete surprise. What we call 'the Hakka Bakka moment,’" informed Anuraag Khandelwal and Satish Desa, executive creative directors and creative heads, Soho Square, through an official release.
Client: Bajaj Electricals
Creative agency: Soho Square
Media agency: BPN (Lintas Media Group)
Executive creative directors and creative heads: Anuraag Khandelwal and Satish Desa