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Bajaj Fans creates the ‘Hakka Bakka’ moment

The new TVC, developed by Soho Square, propels Bajaj Fans into the premium fans category market with its range of stylish fans

Sarmistha Neogy | Mumbai | April 21, 2014

Bajaj-Fans-TVC Click on the image to watch the TVC.

Bajaj Fans has come out with a new TVC to mark its entry into the premium category with a range of stylish fans. The Rs 600-crore plus brand has been in the market for more than 75 years and is the market leader in the sub-economy segment with its Bahar product range.

The new TVC, developed by the creative agency Soho Square, is impactful, conveys the message clearly and manages to tickle your funny bone at the same time. The TVC starts with showcasing people’s humourous reactions when they see the stylish range of Bajaj Fans. The campaign aims to bring about a change in terms of how one views fans and it ends with a voiceover saying ‘Bajaj ka beautiful Pankha, kar de sabko Hakka Bakka Pakka!’

Beena Koshy Beena Koshy

Beena Koshy, Vice-President and Head-Advertising and Brand Development, Bajaj Electricals, said, “Over the past decade the emphasis was on the functionality of the fans with the creative hook being ‘incredibly fast’. This year, however, we have a range that is aesthetically good looking in the premium segment, where we wanted to make our presence felt. So the concept is based on the fact that Bajaj Fans are so stunning that you will fumble for words. We are looking at a complete 360 degree communication with good presence in mainline media while also showcasing the range at retail level.”

The team at Bajaj wanted to move the brand up from a function-led positioning of ‘Sabse Tez’ to that of classier, lifestyle products which beautify your home. The agency was thus working on the brief whereby it had to communicate this brand evolution in an effective and compelling manner, and also at the same time keep the brand’s signature humour element intact.

Anuraag Khandelwal Anuraag Khandelwal

“A fan has to cool down a room. That's it! We thought so too, until we saw the latest range of fans from Bajaj. Real stunners, they'll change the way you look at fans. The campaign has been built on this core thought where the fans catch the protagonists by complete surprise. And this is what we call 'the Hakka Bakka moment’,” said Anuraag Khandelwal, Executive Director & Creative Head, Soho Square.

The TVC:

[youtube]https://www.youtube.com/watch?v=sghC7ptAmos[/youtube]

[youtube]https://www.youtube.com/watch?v=lp8_1VTQIBI[/youtube]

[youtube]https://www.youtube.com/watch?v=8uJIZs_IRjw[/youtube]

Credits:

Creative Agency: Soho Square

Agency Head: Anuraag Khandelwal, Satish Desa

Creative Team: Anuraag Khandelwal, Satish Desa, Manoj Bhagat, Adarsha Deshbhratar

Account Handling Team: Samrat Bedi, Sushma Singh, Pranay Rangra

Production House: Handloom Picture Company

Director: Ram Subramaniam

Music: Amar Mangrulkar

Media Agency: BPN (formerly Lintas Media)

sarmistha@bestmediainfo.com  

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