Mumbai: BAJAJ - India's consumer appliances brand, has unveiled its latest air coolers equipped with the 'DuraMarine Pump' through a pan-India multimedia campaign. This new range is a part of the refreshed portfolio of home appliances based on the promise of durability and is high endurance, aesthetically pleasing, and low maintenance. The company recently underwent a large-scale brand transformation with the brand positioning – 'BUILT FOR LIFE'. The consumer's spirit inspires the new brand portfolio to keep performing, translating into products that perform seamlessly without glitches or inefficiencies.
The brand released an ad film for the latest air coolers that target Indian consumers vying for a pleasant summer experience. Conceptualised by McCann Worldgroup India, the ad campaign depicts the undying zeal for not giving up on dreams. The creative agency has linked the robustness of these air coolers with the youth of today who can endure, be resilient and consistently perform to the best of their abilities to achieve their dreams. The campaign aims to drive a larger message of how the latest range of air coolers signifies durability and promises the required strength to wither any challenges.
At the launch, Bajaj Electricals Ltd. chief operating officer consumer product business Ravindra Singh Negi said, "Today, consumers prefer products that offer aesthetic appeal, comfort, and durability supported by newer advancements in technology. In the air coolers category, our intention behind this launch is to bring a solution, 'BUILT FOR LIFE', and comfort end consumers as temperatures soar. Our brand film effectively communicates the air coolers' aesthetic features and functional benefits while raising awareness of our cutting-edge products. We are confident that the brand film resonates with the youth of today who live their dream and work hard towards their passion".
All of BAJAJ's air coolers will come equipped with the innovative technology of the 'DuraMarine Pump'. The range has been launched through a pan- India multimedia campaign.
Executive director & head of creative Ashish Chakravarty shared the core thought behind the brand's TVC, "The film showcases the unmatched determination and grit that consumers put in to achieve their goals. Music plays a critical role in setting the pace of the film. It allows us to accelerate the film to its crescendo gradually. Showing a passage of time and intensity. The to-and-for nature of the track allows us to seamlessly shift between product and protagonist, building a relationship between the two. BAJAJ is proud to partner in their journey to success, offering a durable and efficient product that complements their hard work."
