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

05-February-2002
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'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.

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