Bajaj releases branded film to showcase revamped Built for Life positioning


Consumer appliance manufacturer Bajaj Electricals Ltd unveiled its latest brand positioning – BAJAJ: BUILT FOR LIFE. This is a large-scale transformation campaign for the brand, backed by consumer insights, innovation and robust R&D capabilities to offer a strong product portfolio to enhance customer experience. The brand has released a film that encapsulates their brand promise and complements the lives of their modern consumers.

BAJAJ invests in research and development that helps turn gaps in need into products. Consumer insights show that today’s consumers are aspiring, with the ability to persevere, be resilient and consistently perform to take on life’s most pressing challenges. Your time-constrained lifestyle needs to be supported by home appliances that work seamlessly, without glitches or inefficiencies. BAJAJ’s new product portfolio and brand positioning is inspired by the spirit of Indian consumers to persevere, not give up, persevere and keep performing. Additionally, the brand’s category-wise in-depth research has highlighted multiple consumer pain points in each category, which have been addressed through significant investment in R&D and product design. Therefore, the new positioning of BUILT FOR LIFE is a promise of durability and the resulting portfolio of home appliances is durable, aesthetically pleasing and low-maintenance.

At the launch, Anuj Poddar, MD and CEO of Bajaj Electricals Limited said, “At Bajaj Electricals, our consumers are at the heart of our business. Our brand has always represented trust – the trust our consumers have placed in our products and services for over 80 years. By continuing this legacy, we are in the right place to take the Bajaj brand to the next level. This change was introduced to create a sharp and unique positioning for the brand while providing a strong value proposition for us consumers. Our visual identity is becoming smarter and more contemporary at all touchpoints. At a strategic level, this creates a focused platform on which we will build with a range of product offerings over the coming months and years. We’re really excited about this and I’m sure it will set the stage to drive our future growth.”

The pan-Indian multimedia campaign “BUILT FOR LIFE” will be used across TV, print, digital and in-store. The brand’s creative agency, McCann Worldgroup India, worked on the film.

Prasoon Joshi, Executive Chairman & Regional ED AP, McCann Worldgroup, said: “Bajaj as a brand name has been synonymous with the quality of reliability for decades, with generational trust at its heart. However, this is only the beginning, as the path is that of innovation in line with changing customer needs. The new brand identity underscores the strong brand idea of ​​tenacity and resilience needed to evolve and grow in life.”

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