Bajaj Electricals launched their new brand campaign ‘We are Family’, created by Onads Communications.
Speaking on the thought behind the new campaign, Jignesh Maniar, Founder, Onads Communications said, “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 Indian familes and homes 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 TVC centres around the idea that women manange much of the home, they also have career aspirations. Many leave their jobs when they become mothers but hope to get back to work as their children become more independent. 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 breakfast ready. When the wife enters the kitchen, the husband mentions that nine years ago she had sacrificed her career for the family and today is her first day on the new job.
The Bajaj range of products are featured throughout the story.
Beena Koshy, Vice President and Head - Advertising and Brand Development, Bajaj Electricals explained, “The campaign perfectly encapsulates what we as a company have always felt in terms of our relationship with our consumers, ‘We are family’. 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.”
The campaign will be spread across TVC, Digital, Radio, POS and Internal Audiences.