PLEASURE OF MIXING by Leo Burnett Mumbai for Bajaj Electricals

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PLEASURE OF MIXING

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Industry Electronic Devices & Home Appliances
Media Radio
Market India
Agency Leo Burnett Mumbai
Executive Creative Director Nitesh Tiwari
Creative Director Tushar Kadam, Vikram Pandey
Account Supervisor Samarjit Choudhry, Nitin Sharma, Schelicia Caszo
Production Lingo India
Released August 2010

Credits & Description

Category: Best Use of Radio as a Medium
Advertiser: BAJAJ ELECTRICALS
Product/Service: HAND BLENDERS
Agency: LEO BURNETT INDIA
Executive Creative Director: Nitesh Tiwari
Creative Director: Tushar Kadam/Vikram Pandey
Scriptwriter: Vikram Pandey/Brijesh Parmar
Agency Producer: Kevin Affonso
Account Manager: Nitin Sharma
Account Supervisor: Samarjit Choudhry/Nitin Sharma/Schelicia Caszo
Advertiser's Supervisor: Beena Koshy
Production Company: LINGO INDIA, Mumbai, INDIA
Date of First Appearance: Jan 1 1900 12:00AM
Entrant Company: LEO BURNETT INDIA, Mumbai, INDIA

Full script of the ad IN ENGLISH, REGARDLESS OF THE ORIGINAL LANGUAGE OF THE AD
SFX: Music MVO: Okay, now I'm gonna play a tune for you. At the same time, another one will be played for you on Big FM. Now here’s what you have to do: switch between this channel and Big FM, and mix both the tunes to make your own! Here we go... SFX: We hear two tracks being mixed as the listener switches channels MVO: Hope you have enjoyed the pleasure of mixing. Brought to you by Bajaj Hand Blenders.

Brief Explanation
Research shows that the average listener switches channels approximately every five seconds. So we thought, why not make channel switching a little bit of fun? What followed were two tunes that could be mixed, simply by switching channels. We teamed up with Big FM & My FM to play this message. At the end of the spot, both channels gave out the same message. To our surprise, the stations soon started getting requests to replay the mixing experience. Radio listeners often change the channels very frequently, and every radio advertiser dreams of preventing the listener from flipping the channel when their advertisement is aired. But for Bajaj Hand Blenders we urged them to change the channel whenever our spot aired. The listeners experienced the unique pleasure of mixing at their finger tips, all thanks to Bajaj Hand Blenders.