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Bajaj Finserv goes for 'great'

Bajaj Finserv's first-ever set of TVCs by Ogilvy Mumbai tells consumers to not be content with good, but go for great. The campaign features veteran actor Naseeruddin Shah

BestMediaInfo Bureau | Mumbai | June 20, 2014

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

Bajaj Finserv's first ever TV campaign is a call to achieve the great in this world. Created by Ogilvy & Mather, the campaign looks to rekindle the spirit of leadership and entrepreneurship in people.

Manish Jain, Group Marketing Head, Bajaj Finserv, said, “We at Bajaj Finserv have always been focused on pursuing this brand philosophy in everything we do, as clearly displayed by the series of innovative products and industry firsts. While we were very clear about the strong brand beliefs internally, it was essential we convey the same to the external world. This desire lead us create the brand’s first external communication campaign in partnership with Ogilvy Mumbai.”

Bajaj Finserv has been a believer in continuously improving its processes, by challenging the status quo and breaking its own benchmarks. They have shown it by example time and again with policy changes within Bajaj Finance and Bajaj Allianz General Insurance.

Abhijit Avasthi Abhijit Avasthi

Abhijit Avasthi, National Creative Director, Ogilvy & Mather, explained, “Bajaj Finserv is a successful financial services brand that does not rest on its laurels. It reminds us that success is just the start of another journey and this journey to greatness is endless. The launch film captures this essence.”

Taking their core value of 'Going for Great' forward, the brand has created the new campaign. The two TVCs feature veteran actor Naseeruddin Shah, who is well known for being a perfectionist.

“We established our financial services businesses with a pre-existing legacy of greatness. As we grow in size and stature, the pursuit for greatness has always been the core belief around which the group has shaped up. We believe that Bajaj Finserv is a partner and enabler in the lifestyle of its customers and will only provide the best financial solutions at various stages of the customer’s life. Our first ever TVC mirrors this brand vision and intends to establish what Bajaj Finserv stands for,” added Sanjiv Bajaj, MD, Bajaj Finserv.

The first TVC is in English where Shah talks to the audience through a monologue. He says that being satisfied with good is just an excuse for not trying your best. Your best is when you do something truly great. Like the Great Wall of China. When Shah creates something, he asks himself if it is good or great. And knowing the answer, he sets to work yet again.

In the Hindi version of the TVC, Shah asks people never to be happy with good, never to aim for just good. Good is the enemy of great, and will not let one strive if he is content at that stage. As he speaks this, a woman practises her violin. Her action matches Shah's words as she, in spite of playing well, is not satisfied. The TVC ends with her picking up the violin again to belt out a better tune.

Both TVCs end with Shah announcing, “Let's go for great. Bajaj Finserv.”

Sumanto Chattopadhyay Sumanto Chattopadhyay

Sumanto Chattopadhyay, Executive Creative Director, South Asia, Ogilvy & Mather, explained, “Divine discontent is the philosophy of Bajaj Finserv and that is what we have tried to communicate simply yet elegantly through the campaign. Getting Mr Naseeruddin Shah to narrate the philosophy is just one of the many ways that the brand is eschewing what is merely good to go for what is truly great. The violinist in the film lives the brand philosophy – not remaining content with playing well but striving to take her music to the next level.”

The TVC:

[youtube]https://www.youtube.com/watch?v=rM0GlanuEOk[/youtube]

Credits:

Client: Bajaj Finserv

Creative Agency: Ogilvy & Mather, Mumbai

National Creative Director: Abhijit Avasthi

Executive Creative Director, South Asia: Sumanto Chattopadhyay

Creative team: Abhijit Karandikar, Nilay Moonje, Jyotsna Parikh

President - Mumbai & Kolkata: NavinTalreja

Planning: Prem Narayan

Account Management: Tresa Paul, Mayuri Shukla, Drashti Buch

Production House: Ramesh Deo Productions

Director: Abhinay Deo

Producer: Apurba Sengupta

Sohini.Sen@bestmediainfo.com

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