Home appliance brand Bajaj Electricals Ltd has launched a new ‘Fan Nahin Fantastic’ summer campaign to promote its range of fans. The campaign was created based on their consumer research that consumers look for the speed, low noise and aesthetics of a fan when purchasing one.
The campaign uses humor and exaggerates situations to promote the different characteristics of Bajaj fans. A commercial shows a man taking a shower in his office clothes then drying off with the help of a Bajaj fan highlighting the unparalleled fan speed while in another film a Bajaj fan is seen to be quieter as two ants talking to one another.
The multimedia campaign is broadcast live on television, in print, digital and in-store and shows that the capacity of a fan can provide much more than just air circulation. The brand’s creative agency, McCann Worldgroup India, is behind the ideation of the films.
Krishna Raman, Commercial Manager Consumer Products at Bajaj Electricals Limited, said: “Over the years we have tried to understand consumer requirements and have added super fast, quiet and decorative fans to our extensive existing range. The latest “Fan Nahi Fantastic” campaign is an interesting articulation of the changing needs of today’s modern consumer and we hope the new TVC presented in a lighter vein will strike a chord with them. With the latest range, we aim to go beyond the basic requirement of fans as a device by improving functionality and appearance in a way that allows our fans to fit seamlessly into life. daily life of our consumers.”
Ashish Chakravarty, Executive Director and Chief Creative Officer at McCann Worldgroup, said, “We wanted to create sharp, disruptive and humorous storytelling that was completely feature-driven and showcased the product proposition. The new line of Bajaj fans is designed with technological innovation that offers a bouquet of consumer benefits, tailored to the varied demands of new-age consumers. And our ‘Fan Nahin Fantastic’ campaign idea demonstrates and highlights this unique proposition.”