Top Story


Home >> International >> Article

'Clear strategic thinking' helps Leo Burnett win Bajaj Room Coolers and Microwave account

Font Size   16
'Clear strategic thinking' helps Leo Burnett win Bajaj Room Coolers and Microwave account

Extending the current portfolio of Fans and Engineering Projects, Bajaj Electricals moved its Cooler and Microwave account to Leo Burnett. Lemon was the other agency pitching for the account.

"Leo Burnett exhibited a clear strategic thinking for the task ahead on the room cooler as well as the microwave business, which we believe can be progressed into relevant creatives," commented, Himanshu Patil, General Manager, Publicity and Promotions, Bajaj Electricals.

Leo Burnett won the business on the back of a strategy-cum-creative pitch. The pitch concentrated upon the challenge of building market share for the two mentioned businesses by turning buyers into believers. The approach draws on agency's proprietary Brand Belief System—a newly codified global brand building philosophy and practice.

Not to say that existing client-agency relationships between Bajaj and Burnett didn't play a role. "Apart from our ongoing relationship with Bajaj, what decided the pitch in our favour were two things: one, Leo Burnett's philosophy of building our client's businesses by turning buyers into believers and two, our last year's work for the Fan division which supported our claim," prides Arvind Sharma, MD, Leo Burnett.

Agency estimates the account size to be approximately Rs. 3 crores. Upcoming campaign would be supported by TV, press and outdoor.


Abhishek Punia, Co-founder and COO of ARM Worldwide, tells about how they re-branded themselves from ARM Digital to ARM Worldwide and in the process marked their presence globally

Srinivasan opens up on what prompted their recent rebrand, their foray into bus depots and developing the software that displays Bengaluru Metropolitan Transport Corporation's (BMTC) Passenger Information System for all the major bus depots in Bangalore.

Software and Technology, Consulting, Healthcare seem to be increasingly using Webinars to engage with their clients and employees

Chandy indulges in his love for reading and learning something new over the weekends

Though revenue from media operations grew by 10.6% yoy to Rs 760.8cr, the film production revenue declined by 18.0% yoy

At the inaugural one-on-one session between Aroon Purie, Chairman & Editor-in-chief of India Today Group and Anurag Batra, Chairman & Editor-in-chief BW Businessworld & Exchage4media Group, Purie spok...

At the 11th Indian Magazine Congress in New Delhi Rajdeep Sardesai, Consulting Editor, India Today, remembered the time when he used to work for Times of India