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Bajaj Finserv launches its first ever TVC

Bajaj FinservLtd, one of India’s leading financial services groups, launches its first ever TVC, conveying its brand philosophy of ‘go for great’ to its customers. While the group has been known for its nimble footed business approach and innovative products, it has never before communicated this directly to the external world.

Bajaj Finserv, which has interest in lending, insurance, investment and advisory, has always believed in continuously improving its processes, by challenging the status quo and breaking its own benchmarks.For example its lending business, Bajaj Finance Ltd is not only a market leader in consumer durable loans, but also reduced the approval time for these loans from industry accepted 3 days to 3 minutes through its operational efficiency and further reduced it to 3 secs through its innovative EMI Card for its existingcustomers. On the insurance side, Bajaj Allianz General Insurance is known for one of the highest claim settlement ratios in the industry.

In the new TVC conceptualised and developed by Ogilvy and Mather Mumbai, the communication brings out the core belief of the brand, ‘Let’s go for great’. It features veteran actor, Naseeruddin Shah to narratethis belief and has been directed by AbhinayDeo.

Sanjiv Bajaj, MD, Bajaj Finserv Ltd. 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 Ltd 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 lead us create the brand’s first external communication campaignin partnership with Ogilvy Mumbai."

Abhijit Avasthi, National Creative Director, 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, Executive Creative Director, South Asia, Ogilvy and Mather said, "Divine discontent is the philosophy of Bajaj Finserv and that is what we have tried to communicate simply yet elegantly through the campaign. Getting Mr 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."

The ad will be aired in both English and Hindi languagesfor a period of 20 days starting June 14th and will be extended across the digital medium.

The storyline: The TVC is an intercut of shots between a violinist playing a delightful piece of music and Naseer simultaneously narrating the comparison between good versus great. He starts off by saying ‘Good is a bad word’ and goes on to establish the difference between good and great using relevant examples. Towards the end of the film we see the violinist unhappy with her music - even though it is good. She then picks up the violin and starts playing again in a bid to make her performance great and the film ends on the line ‘Let’s go for great’.


CREDITS

Client: Bajaj Finserv Ltd

Creative Agency: Ogilvy & Mather, Mumbai

National Creative Director: AbhijitAvasthi

Executive Creative Director, South Asia: SumantoChattopadhyay

President - Mumbai and Kolkata:NavinTalreja

Planning: Prem Narayan

Creative: AbhijitKarandikar, NilayMoonje, Jyotsna Parikh

Account Management: Tresa Paul, Mayuri Shukla, DrashtiBuch

Production House:Ramesh Deo Productions

Director:AbhinayDeo

Producer:ApurbaSengupta

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