To commemorate 75 years of Bajaj Electrical Limited,the campaign titled ‘Shine On’ was used on digital featuring the brand’s key products and milestones. The starting point for the celebration was the 75 year anniversary website. It is the singular historical collation of every event small and big that has made the brand what it is today.
Objectives:
- Core of the digital & social activity
- Provide detailed information on the brand heritage, journey & achievements
- Showcase capabilities
- Draw parallels to Indian history and to make it interesting and contextual
- Provide detailed information on the brand heritage, journey & achievements
- Showcase capabilities
- Draw parallels to Indian history and to make it interesting and contextual
Insight & Solution:
The history of Bajaj Electricals is intertwined with the history of India with the founders even closely linked with the swadeshi movement. What if the story of this amazing journey could be told through a narrative that connected events in the history of the company with the History of India. Thus was born the “Shine On” website.
The website was laid out a dual narrative with key milestones of the brand in one and the history of India in another. The team of researchers and illustrators first took out moments of Indian history and created a continuous timeline that spread over 75 years as one single panorama. The milestones of Bajaj Electricals were then placed along this timeline.
Each milestone, be it of Bajaj Electricals or Indian history could be opened up to read greater details. Users could also share this on social media as easy to consume digests.
To quickly skip to sections of the timeline a milestone browser was also created through which users could jump to various sections of the timeline.
The website features:
- Doodle art style to connect with youth segments
- “Did you know” facts linked to social media.
- Social elements on articles to like and share.
- “Did you know” facts linked to social media.
- Social elements on articles to like and share.
Results
The campaign received great reviews in the media with all key publications talking about it. Over 1 million people interacted with the website spending over 5 minutes per visit. Firmly establishing that the story of the journey of Bajaj Electricals was a long story well told.
