Bajaj Finserv has released its first brand campaign, featuring Bollywood actor Naseeruddin Shah. The film is to communicate thebrand’s philosophy ‘Go for great’ and has been made in Hindi and English. Conceptualised by Ogilvy & Mather, it went on air on 14 June and will run for 20 days. Bajaj Finserv has in its fold Bajaj Finance and Bajaj Allianz (life and general insurance).
The commercial features Shah seated in a mansion. Juxtaposed against his narration are visuals of a woman on the violin, music from which provides the background score when Shah speaks. Between his words, the music takes a life of its own, rising to the fore.
Shah says that ‘good isn’t simply good enough’. He questions if history would have remembered an ‘Alexander the Good’. Shah adds that ‘good’, the enemy of ‘great’, is his enemy too. He explains, “Because I want to go for great. And the only way to get there is to dream the great dream, and then build it brick by brick - like they did The Great Wall of China. When I stand atop my great wall, I would think, ‘The view is rather good... But is it great?’”
As if on cue, the violinist, whose tune had reached its crescendo as Shah’s narration reached its end, starts afresh with renewed vigour on the same tune. A voice over concludes with the brand’s message ‘Let’s go for great’, as Bajaj Finserv and its products are introduced on screen.
Sanjiv Bajaj, MD, Bajaj Finserv, said, “We established our financial services businesses with a pre-existing legacy of greatness. As we grow in size and stature, the pursuit for greatness has always been the core belief around which the group has shaped up. We believe that Bajaj Finserv is a partner and enabler in the lifestyle of its customers and will only provide the best financial solutions at various stages of the customer’s life. Our first ever TVC mirrors this brand vision and intends to establish what Bajaj Finserv stands for.”
Manish Jain, group marketing head, Bajaj Finserv, said, “We at Bajaj Finserv have always been focused on pursuing the brand philosophy in everything we do, as clearly displayed by the series of innovative products and industry firsts. While we were very clear about the strong brand beliefs internally, it was essential we convey the same to the external world. This desire led us to create the brand’s first external communication campaign in partnership with Ogilvy Mumbai.”
Abhijit Avasthi, NCD, Ogilvy and Mather, said, “Bajaj Finserv is a successful financial services brand that does not rest on its laurels. It reminds us that success is just the start of another journey and this journey to greatness is endless. The launch film captures this essence.”
Sumanto Chattopadhyay, ECD, Ogilvy and Mather, explained, “Divine discontent is the philosophy of Bajaj Finserv and that is what we have tried to communicate simply yet elegantly through the campaign. Getting Naseeruddin Shah to narrate the philosophy is just one of the many ways that this brand is eschewing that which is merely good to go for what is truly great. The violinist in the film lives the brand philosophy too - not remaining content with playing well but striving to take her music to the next level.”
Client: Bajaj Finserv
Creative agency: Ogilvy & Mather
National creative director: Abhijit Avasthi
Executive creative director: Sumanto Chattopadhyay
President (Mumbai and Kolkata): NavinTalreja
Planning: Prem Narayan
Creative: Abhijit Karandikar, Nilay Moonje, Jyotsna Parikh
Account management: Tresa Paul, Mayuri Shukla, Drashti Buch
Production house: Ramesh Deo Productions
Director (film): Abhinay Deo
Producer: Apurba Sengupta