Bajaj launches a new campaign #RukeNahiToonteNahi

BAJAJ - India's leading consumer appliances brand has launched a new campaign #RukeNahiToonteNahi to unveil its a new range of Mixer Grinders right in time for the festive season. The pan India multimedia campaign features the industry-first 'Military Grade Jars' and reiterates the BAJAJ’s promise of 'Built for Life'. The TVC film unveiling the latest mixer grinders is conceptualised by McCann Worldgroup India.

The film depicts the undying zeal for not giving up on dreams. The creative agency has linked the durability and robustness of the mixer grinders with the modern Indian youth 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 mixer grinders signifies durability and promises the required strength to wither any challenges.

Ashish Chakravarty, Executive Director and Head of Creative, McCann India said, "We have unveiled an engaging campaign, reaffirming Bajaj’s “Built for Life” philosophy. Our brand film underscores the strength and resilience of these Military Grade Jars, showcasing their ability to effortlessly conquer daily grinding tasks – a reflection of the indomitable spirit of our lives, that remain steadfast in the face of all adversities."

This launch comes just ahead of the festive allowing Indian consumers to upgrade to the new model and this also makes for a great gift for the wedding season.