Debrief: Bajaj Electricals: Elephant in the room

25 Jul,2013

By Anil Thakraney


Bajaj Electricals has completed 75 years of existence, and they have released a TV commercial to commemorate that. Themed ‘Shine On’, the creative strategy, at first glance, seems to be on the right track; instead of featuring the product range as the hero, they have concentrated on the application of each product and its direct interface with the consumer. Also, the treatment isn’t serious, they have tried to bring in humour, so all that’s fine.


However, what caught my attention is the last shot, that of an old man attempting to steal from the fridge in the dark of the night, as he’s caught by his missus with the help of the Bajaj bulb. Yes, it’s the same classic shot from the ancient Bajaj Electricals ad, and it immediately brings back childhood memories for many of us. In other words, a fantastic property for the brand. This got me thinking: Instead of creating new situations with the ‘youth’, which is the obvious approach, shouldn’t Bajaj Electricals have built on the memorable ad?


This is what I would have done: With lookalikes of the thieving uncle and his alert wife, I would have created many ads, each for a specific Bajaj product. This would have been done like a soap opera with only these two characters, as they goof off while trying to outwit one another in different situations. Over time, the couple becomes a long term property for the brand, and because they are such likeable folks, people would build a bond with them. Also, don’t miss the jingle in the old ad (I am linking that commercial too), notice how cool it was, we still recall it after all these years. And then compare it with the ‘contemporary’ nonsense they have now put out.


Thing is, if you have such a strong property in your portfolio, why not go all out and milk it? Why create new stuff which is anyway ordinary and done-to-death? Sometimes the gem lies in our own backyard, but we fail to notice it. Perhaps a Bajaj bulb can help find it? 🙂



New ad
Old ad

Rating: (On a scale of 1-5): 2. Okay ad, but opportunity missed.


Anil Thakraney is a senior journalist and commentator. He is also Editor-at-Large, MxMIndia. The views of the writer are his own. He can be reached via Twitter at @anilthakraney


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One response to “Debrief: Bajaj Electricals: Elephant in the room”

  1. rajat Ghosh says:

    ANil Thakraney, there are more ways then one to speak about a idea, n it is possible both works 🙂

    Rajat Ghosh