Bajaj Fans will make you go 'Hakka Bakka', pakka

Bajaj Electricals has released a new campaign for its range of fans. Titled 'Hakka Bakka Pakka', the ads aim to move up from the 'Sabze tez' positioning and be looked on as classier lifestyle products that enhance the dcor of a home. The campaign has been created by Soho Square.

A still from the TVC[/caption]

Speaking about the campaign, Beena Koshy, VP and head - advertising and brand development, Bajaj Electricals said, "Over the past decade the emphasis was on the functionality of the fans with the creative hook on "incredibly fast". This year however we have a range that is aesthetically good looking in the premium segment, which we wanted to make our presence felt in. So the concept is based on the fact that Bajaj fans are so stunning that you will fumble for words. We are looking at a complete 360 with good presence in mainline media while also showcasing the range at retail level."

More from Brands Business

Added a Anuraag Khandelwal and Satish Desa, executive creative directors and creative heads, "A fan has to cool down a room. That's it! We thought so too, until we saw the latest range of fans from Bajaj. Real stunners, they'll change the way you look at fans. The campaign built on this core thought. We took situations where the fans catch the protagonists by complete surprise. What we call 'the Hakka Bakka moment."

Watch the film here: