Incorporated in 1938 as Radio Lamp Works Limited, and renamed to Bajaj Electrical Limited in 1960, the household consumer electrical goods manufacturer is now in its 75th year. As a mark of celebration, Bajaj Electricals has launched a TVC to portray its vast range of products that make a difference to our daily lives. The campaign titled ‘Shine On’ features the brand’s key products in the lyrics and, quite interestingly has been composed and sung by music composer Sneha Khanwalkar of Gangs of Wasseypur fame, reports AFAQS.
The celebrations have been extended on to social media too. The Facebook page of Bajaj Electricals – which has 48K fans at present – has been sharing the TVCs created for the occasion on the wall. An app on the Facebook page helps fans explore the brand’s important milestones and share it with their friends on other social networks too. Once you click on ‘explore our journey’, you are led to a site chronicling the 75 years of the brand. Each event on the history timeline can then be shared on Facebook, Twitter or Pinterest.
Through the site, I was able to unravel interesting facts about the founder Jamnalal Bajaj, who became an entrepreneur at 11. He had renounced the title of ‘Rai Bahadur’ conferred upon him by the British and joined the non-cooperation movement in 1921. Mahatma Gandhi fondly referred to him as his ‘merchant prince’.
An interesting visual method to showcase a long and eventful journey of 75 years. However, this could also be incorporated into the Facebook Timeline that is meant to help brands in better storytelling on Facebook. Perhaps, a quiz contest could be designed around the glorious history of Bajaj Electricals, where fans would have to explore the app to find out the answers. Additionally, the Twitter page can begin promotions around #ShineOn.
With a very ‘different’ television commercial having infectious lyrics and a catchy tune, it is evident that the heritage brand is trying to appeal to the youth. A decent presence on Facebook that can be improved with time will only add on to its youth appeal. And it will be interesting to watch this being taken forward.