Bajaj Finserv banks on ‘Go for great’ for first ever TVC

18 Jun,2014

By A Correspondent


Leading financial services group Bajaj Finserv Ltd has unveiled its first ever TVC, conveying its brand philosophy of ‘go for great’ to its customers. While the group has been known for its nimble footed business approach and innovative products, it has never before communicated this directly to the external world.


Bajaj Finserv, which has interest in lending, insurance, investment and advisory, has always believed in continuously improving its processes, by challenging the status quo and breaking its own benchmarks. For example its lending business, Bajaj Finance Ltd is not only a market leader in consumer durable loans, but also reduced the approval time for these loans from industry accepted 3 days to 3 minutes through its operational efficiency and further reduced it to 3 secs through its innovative EMI Card for its existing customers. On the insurance side, Bajaj Allianz General Insurance is known for one of the highest claim settlement ratios in the industry.


In the new TVC conceptualised and developed by Ogilvy and Mather Mumbai, the communication brings out the core belief of the brand, ‘Let’s go for great’. It features veteran actor, Naseeruddin Shah to narrate this belief and has been directed by Abhinay Deo.


Sanjiv Bajaj – MD, Bajaj Finserv Ltd. said, “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.”


Manish Jain – Group Marketing Head, Bajaj Finserv Ltd. said, “We at Bajaj Finserv have always been focused on pursuing the 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.”


Abhijit Avasthi – National Creative Director, Ogilvy and Mather said, “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.”




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