Bajaj Electricals crafts a return gift for mothers

Created by Onads Communications, the new brand film showcases how behind every successful woman there is a supportive and loving family

BestMediaInfo Bureau | Mumbai | November 2, 2015

Click on the image to watch the TVC.

After winning the creative duties of the entire Bajaj Electricals account, Onads Communications has devised a new brand film for Bajaj Electricals, 'We are family'.

Jignesh Maniar

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 range of Bajaj Electricals appliances has been a part of Indian families and home 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 challenge was to creatively communicate this thought to a relevant social insight which is contemporary. The woman of today plays multiple roles. But playing multiple roles also means requiring support from the family. A majority of women leave their jobs when they become first time mothers. Many want to get back to work, but are not willing to take that step because of doubts whether she can manage the demands of work and family. Support from the family becomes all the more critical when she wants to take a step again into her career when her children start going to school.

The film captures this thought in a very endearing way. It starts with the husband waking up to the sound of an alarm clock and rushes to wake his children. While the boy goes to have a bath with hot water, the little girl rushes to get her clothes ironed. The husband in the meantime starts getting the breakfast ready. The viewers are kept guessing as to what is happening. Just when the wife enters the kitchen is the suspense revealed when the husband says that nine years ago she had sacrificed her career for the family and today is her first day in her new job. The gratitude of the family is perfectly captured by the son holding his mother's freshly ironed clothes, who says that this is their return gift.

The Bajaj range of products is beautifully woven into this entire story. The products come alive through human characters that represent the Bajaj products and help the husband and children to create this special moment. The takeaway from this film is how Bajaj Electrical products are an integral part of one's the day to day life and of the Indian family.

Beena Koshy

Beena Koshy, Vice President & Head – Advertising and Brand Development, Bajaj Electricals Ltd., commented, “The campaign perfectly encapsulates what we as a company have always felt in terms of our relationship with our consumers, 'We are family'. Also, 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 TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client: Bajaj Electricals

Creative agency: Onads Communications

Director: Prashant Issar

Production House: Tubelight Films

Producer: Radhika Sawhney

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