PLEASURE OF MIXING by Leo Burnett Mumbai for Bajaj Electricals

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PLEASURE OF MIXING

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Media Promo & PR, Case study
Market India
Agency Leo Burnett Mumbai
Executive Creative Director Nitesh Tiwari
Creative Director Tushar Kadam
Art Director Brijesh Parmar
Released December 2009

Credits & Description

Category: Best Use of Radio
Advertiser: BAJAJ ELECTRICALS
Product/Service: HAND BLENDERS
Agency: LEO BURNETT INDIA
Date of First Appearance: Dec 31 2009 12:00AM
Entrant Company: LEO BURNETT INDIA, Mumbai, INDIA
National Creative Director: K V Sridhar (Leo Burnett, Mumbai)
Executive Creative Director: Nitesh Tiwari (Leo Burnett, Mumbai)
Creative Director: Tushar Kadam (Leo Burnett, Mumbai)
Creative Director/Copywriter: Vikram Pandey (Leo Burnett, Mumbai)
Art Director: Brijesh Parmar (Leo Burnett, Mumbai)
Vice President: Samarjit Choudhry (Leo Burnett, Mumbai)
Brand Partner: Nitin Sharma (Leo Burnett, Mumbai)
Account super visor: Schelicia Caszo (Leo Burnett, Mumbai)
Managing Director: R. Ramakrishnan (Bajaj Electricals)
GM Advertising and Brand Developement: Beena Koshy (Bajaj Electricals)
: Pradeep Tandon (Bajaj Electricals)
: Suresh Nair (Initiative Media)
: Vivek Mahajan (BIG FM)
: Sagar Naik (My FM)
Media placement: Both The Orignal Radio Spots - Simultaneously On Big FM And My FM - 31/12/2009

Results and Effectiveness
We tied up with two popular radio stations and aired two different, but complementing music pieces simultaneously. Before the music piece began, the announcer on both the channels urged the listeners to switch between these channels and create their own mix of the music. As the listeners switched between these channels, they could mix music at their finger-tip. At the end of the spot both the channels announced that this pleasure of mixing was presented by Bajaj Hand Blenders. Both the radio stations received hundreds of phone calls appreciating the experience and requesting to re-air the spot.

Creative Execution
We tied up with two popular radio stations and aired two different, but complementing music pieces simultaneously. Before the music piece began, the announcer on both the channels urged the listeners to switch between these channels and create their own mix of the music. As the listeners switched between these channels, they could mix music at their finger-tip. The listeners enjoyed an unforgettable experience all thanks to Bajaj Hand Blenders.

Insights, Strategy & the Idea
Insight: On an average a radio listeners change channel every 10 seconds. This is possibly the biggest hurdle an advertiser faces when advertising on radio. Thus the communication objective was to overcome this obstacle and promote Bajaj Hand Blender.