The time is changed and competition is very hard, be it any field and people do all kind of things they can to get publicity. Bajaj appliances company is out with a new advertising campaign. Bajaj Electricals has rolled out a new campaign that aims to reposition its range of home appliances.

The whole campaign revolves around the lady of the house - the primary consumer of home appliances and is conceptualized by Leo Burnett.

The TVC is centered on how Bajaj Appliances allow homemakers do everything quickly and the entire family acknowledges and appreciates her contribution by elevating her to the status of a 'rockstar mommy'.

KV Sridhar (Pops), national creative director, Leo Burnett said, "We observed that the lady of the house plays several roles simultaneously - a wife, a mother, a daughter-in-law - and plays them all to perfection. She relentlessly and selflessly serves the family, yet doesn't get enough appreciation from them."

Burnett also boasts that the new appliances are too good and expects huge profit from the same.

The add campaign starts with woman dressed as a rockstar (complete with leather jacket) singing into a mike. She invites the viewer into her world, where she can fulfill her family's wishes in a jiffy. She can very quickly and with a lot of ease make chutneys, toasted bread, rolls and chop vegetables with her Bajaj home appliances. Atlast, she explains the way Bajaj was helpful to her become a Rockstar Mom and gain the appreciation of her family.

The idea was executed as a rock song where visually we see a "Rock Star" strumming a guitar, belting out a peppy song, stepping into a modern kitchen and orchestrating various Bajaj Appliances, and people appreciating it. Converting a simple mom into a rockstar.

Bajaj claims to be one of the providers who always provides more easier and faster serving appliances to its customers, be it anything electrical.

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Posted by Naresh Koshti on 22 September, 2009 11:35:01 AM IST #