The homegrown electrical major Bajaj Electricals Ltd today launched a new television campaign (TVC) that it said is aimed at creating a ‘visceral’ response.
“The objective of the campaign is to create awareness about the successfully designed and commissioned complex landmark infrastructure projects carried out by the company. Notably, this is the first brand campaign by the company focused solely on B2B segments of the company that play a crucial role in the infrastructure building for the country,” the company’s joint MD Anant Bajaj said in a press release.
He added, “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 bring 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 these real life incidents that our teams have faced during the execution of various projects across the length and breadth of our great nation.”
The audience will get a first peek into the campaign in digital and cinemas and 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,” Bajaj asserted.
Created by OnAds Communications, Bajaj elaborated that the films in the campaign are about the hope, despair and dilemma of a world without light. It captures various unsung human emotions like those of a girl wanting her dreams to come true or a child wanting her father to come home, through animated puppets made of layers of thin paper.