New Bajaj Electricals ad film talks about its journey to the hinterland and lighting up lives

The campaign, in a first, focuses on the company’s business-to-business segment capabilities

e4m by exchange4media Staff
Published: Jun 27, 2017 2:28 PM  | 2 min read
New Bajaj Electricals ad film talks about its journey to the hinterland and lighting up lives

Bajaj Electricals, one of the leading companies in the business of luminaires, transmission line towers, illumination and rural electrification projects, launched a brand new television campaign (TVC) starting Tuesday to underscore its role in impacting the lives of millions nationwide. Aimed at creating a visceral response, the film strings together multiple real life stories from the interiors of the country with no electricity.

The objective of the campaign is to create awareness about the successfully designed and commissioned complex landmark infrastructure projects carried out by Bajaj Electricals. Notably, this is the first brand campaign by the company focused solely on B2B segments of the company that play a crucial role in infrastructure building.

The audience will get a first peek into the campaign in Digital and Cinemas. Subsequently, the campaign will be aired on TV.

Made of three short films conveying three different real life stories from the hinterlands of India, the campaign is sure to steal your heart.

Commenting on the films, Anant Bajaj, JMD, Bajaj Electricals said, “The infrastructure we lay has a huge social and economic impact on the lives of people. We have literally crossed rivers, mountains and jungles to take electricity to far flung places in the country. And, we do all this with great care and concern for the environment. The insights were taken from the real life incidents that our teams have faced during the execution of various projects across the length and breadth of the nation.”

Created by OnAds Communications, the films in the campaign are about the hope, despair and dilemma of a world without light. It captures various unsung human emotions such as those of a girl wanting to make her dreams come true or a child wanting her father to come home through animated puppets made of layers of thin paper.

The stories in the campaign are inspired and dramatized versions of the stories that we heard from the Bajaj team. We thought it would be interesting to tell these stories through animation, like a fairy tale, only to reveal that these are not fables but inspired, true stories,” said Jignesh Maniar, Founder of OnAds.

In line with its philosophy – We are family – the campaign depicts how through the magic of light, the dreams of millions of Indians have come true.

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