Bajaj Electricals has unveiled its latest air coolers equipped with the ‘DuraMarine Pump‘. This new range is a part of the refreshed portfolio of home appliances based on the promise of durability, high endurance, aesthetically pleasing, and low maintenance. The company recently underwent a large-scale brand transformation with the brand positioning – ‘BUILT FOR LIFE’.
Mr Ravindra Singh Negi, Chief Operating Officer, Consumer Product Business, Bajaj Electricals Limited, said, “Today, consumers prefer products that offer aesthetic appeal, comfort, and durability supported by newer advancements in technology. In the air coolers category, our intention behind this launch is to bring a solution, ‘BUILT FOR LIFE’, and comfort end consumers as temperatures soar. Our brand film effectively communicates the air coolers’ aesthetic features and functional benefits while raising awareness of our cutting-edge products. We are confident that the brand film resonates with the youth of today who live their dream and work hard towards their passion“.
The brand has also launched a new TVC for this campaign.
Mr Ashish Chakravarty, Executive Director & Head of Creative, shared the core thought behind the brand’s TVC, “The film showcases the unmatched determination and grit that consumers put in to achieve their goals. Music plays a critical role in setting the pace of the film. It allows us to accelerate the film to its crescendo gradually. Showing a passage of time and intensity. The to-and-for nature of the track allows us to seamlessly shift between product and protagonist, building a relationship between the two. BAJAJ is proud to partner in their journey to success, offering a durable and efficient product that complements their hard work.“
The company has an expansive network of 18 branch offices, 600+ distributors, and more than 2.3 lakh retail outlets across India, combined with over 500 consumer care centres. FY21-22 turnover for the company was ₹4,813 Cr and has a portfolio of brands including Morphy Richards and Nirlep.
The Air coolers market in India is sized at Rs. 4,500 Cr (USD 330 mn) and is expected to have a CAGR @ 9% for the next 5 years. Consumers prefer Air Coolers, which cost around 1/4th or 1/5th over Air-conditioners, and most importantly, due to low annual maintenance. Other leading players in this segment include Symphony, Usha, Voltas, Orient Electric, Blue Star, Havells among many others.