Bajaj Electricals introduces Miniz range of CFLs

CFLs have taken the market by storm in the recent years. There is a marked preference for CFL over regular GLS bulbs as CFLs are more energy efficient, last longer and lead to greater savings. However, a constant problem being faced by consumers is that the CFLs are too big and often do not add to the decor of a home or a fancy light fitting. It was from this consumer problem that Bajaj Electricals decided to develop the Miniz range of CFLs ' small & elegant but with as much power as a regular CFL.

When the team at Leo Burnett was presented with the challenge of bringing the proposition of "small but powerful' alive for consumers, KV Sridhar "Pops', National Creative Director spotted a marvelous opportunity. "We always draw inspiration & insights from real life & real consumers. When Bajaj Electricals asked us to create the film, we conducted several researches to understand consumers, till we stumbled upon the observation that a lot of times in life, what you see is not what you really get", he says. What he's referring to, is the plot of the film, which essentially deals with a ship stuck mid-sea in storm, mistaking a small CFL in the distance, for a strong & powerful lighthouse. Packaged together with brilliant special effects, the film signs off with "Chota CFL. Zabardast Roshni".

The film has been shot with multiple Cannes winning, John Doe films. "Having directors who stop at nothing but the best, made this film another pursuit of excellence for us. The little nuances in the film by them, added tremendous value", says Nitin Sharma from the account management team.

R. Ramakrishnan, Executive Director, Bajaj Electricals, is excited with the end result and shared "In a category where both the product & communication is at complete parity (every CFL claims to be saving 80% electricity & money) we at Bajaj have created disruption by offering the same brightness in a much smaller CFL under our Miniz range. By introducing this new range of CFLs, Bajaj Electricals has taken a step forward to guide Indian market towards international trends where already bigger CFLs are getting replaced by smaller CFLs. Bajaj Miniz CFLs are more technologically advanced and more environment friendly. The glass used in these is Led-free and with limited mercury levels. We are using Pill dozing technology for mercury filling, hence while disposing the CFLs the mercury remains in the pill and do not spread in environment. Over and above, these CFLs are more compact and add to décor of any room. Our communication partners, Leo Burnett have helped us take it to consumers in a compelling & impactful yet simple manner".

Leo Burnett alongwith Bajaj Electricals has won at almost every Indian & international award show this year including Cannes, Spikes, Mirchi Kaan & Abbys Awards.

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