Bajaj Electricals, one of India’s most iconic lighting brands, has launched its latest campaign titled ‘Built to Shine.’
Conceptualized by McCann, this campaign emphasizes the brand’s ability to combine advanced technology with aesthetic elegance, offering lighting solutions that cater to the needs of modern consumers. With a legacy dating back to 1938, Bajaj Lighting has continuously evolved its products to stay ahead of market trends while maintaining its commitment to innovation.
The ‘Built to Shine’ campaign showcases Bajaj’s lighting prowess and dedication to creating groundbreaking lighting products. The centerpiece of the campaign is a short film featuring a young woman gracefully dancing through her day, with every movement triggering a tailored lighting experience. This visual metaphor reflects Bajaj’s philosophy that its lighting solutions adapt effortlessly to the rhythms of everyday life, enhancing both mood and functionality. The campaign highlights various innovative products, from motion-sensor lights that respond to footsteps to smart lamps with customizable color options spanning a 16-million-color spectrum. Additionally, with backup lighting that activates during power outages, Bajaj ensures uninterrupted illumination in any situation.
This multi-platform campaign, spanning TV, digital media, and connected TV channels, reinforces the idea that Bajaj Lighting goes beyond simply lighting up spaces—it transforms them into personalized experiences. The message is clear: Bajaj’s products are designed to blend seamlessly into daily life while enhancing the atmosphere of any setting.
Devika Sachdev, Head of Advertising and Brand Management at Bajaj Electricals, emphasized the company’s enduring commitment to innovation. “With over 80 years of experience, Bajaj Lighting draws from its heritage while addressing the needs of today’s diverse consumers. Our latest campaign highlights our dedication to creating products that not only appeal to younger generations but also resonate with a wide range of modern consumers. By combining beauty with energy-efficient technology, we aim to reinforce Bajaj’s position as a leader in the lighting industry.”
McCann, the creative force behind the campaign, explained that ‘Built to Shine’ was designed to underscore Bajaj’s legacy while showcasing its capacity for continuous innovation. The campaign positions Bajaj not just as a lighting brand but as an essential contributor to a better lifestyle through thoughtful lighting solutions. By integrating technology with design, the brand connects with consumers on an emotional level, ensuring it remains a trusted name across generations.
Bajaj’s commitment to innovation is evident in its range of products, such as those featuring Insect Shield, Eye Care Technology, and Smart Lighting systems. These innovations aim to offer both functional benefits and aesthetic appeal, making Bajaj lighting solutions a perfect fit for modern homes. The company’s LED lighting options also support energy efficiency, making them a top choice for eco-conscious consumers. With many products featuring BEE Star Ratings, Bajaj continues to lead the way in sustainable lighting practices, reinforcing its reputation as a pioneer in the industry.
The ‘Built to Shine’ campaign not only highlights Bajaj’s ability to innovate but also cements its role as a key player in shaping the future of lighting, where technology, sustainability, and style come together.
