Bajaj Electricals Ltd. Launches new brand campaign - We are Family

After winning the creative duties of the entire Bajaj Electricals account, Onads has devised a new brand film for Bajaj Electricals. Speaking on the thought behind the new campaign, Jignesh Maniar, Founder, Onads Communications says ‘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 families 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”.’

The challenge now was to creatively communicate this thought “We are family” to a relevant social insight which is contemporary. The woman of today plays multiple roles. But playing multiple roles also means requiring support from the family. A majority of women leave their jobs when they become first time mothers. Many want to get back to work but are not willing to take that step because of doubts whether she can manage the demands of work and family. Support from the family becomes all the more critical when she wants to take a step again into her career when her children start going to school. 

The film captures this thought in a very endearing way. It starts with the husband waking up on the sound of alarm clock and rushes to wake his children. While the boy goes to have a bath in hot water the little girl rushes to get clothes ironed. The husband in the meantime starts getting the breakfast ready. The viewers are kept guessing as to what is happening. Just when the wife enters the kitchen is the suspense revealed when the husband says that 9 years ago she had sacrificed her career for the family and today is her first day with her new job. The gratitude of the family is perfectly captured by son holding his freshly ironed dress who says that this is their return gift.

The Bajaj range of products are beautifully woven into this entire story. The products come alive through human characters who represent the Bajaj products and help the husband and children to create this special moment.  The takeaway from this film is how Bajaj Electrical products are an integral part of our the day to day life and of the Indian family.  

Adds Beena Koshy – Marketing Manager Bajaj Electricals, “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.”



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