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Bajaj Electricals gets Leo Burnett on-board as creative agency

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BENGALURU: Consumer durables and lighting major Bajaj Electricals has entrusted its creative duties to Leo Burnett, a senior executive from the company informed.

Bajaj executive director - consumer products P S Tandon said Touchstone was the incumbent agency.

The company is already running a teaser outdoor billboard and movable boards on vans campaign to increase the curiosity factor over the past few days in Bengaluru.

It has also launched a campaign for its new range of mixer grinders which went live on outdoor and the print media. Once the products are launched across South India followed by a pan-India presence, the company plans to use television for mass media communications.

"South India is a priority market for Bajaj Mixer Grinders," said Bajaj VP & Head for Sales & Marketing (Kitchen Appliances) Pradeep Patil. "The range will be priced between Rs. 3000 and Rs .4000 and comes with a two year guarantee for the product and five year warranty for the motor," he said further.

The new range has been launched in Bangalore initially, to be followed by the rest of the country later, says Tandon.

"We spend about Rs 750 million annual towards B2C. Besides, we spend another Rs 100 million or so towards B2B," Tandon said.

"This is the festival season and our campaigns are on air at present on women oriented programs in the afternoon on national and regional channels, besides which we have been promoting our products through association with movies too."

With Rs 31 billion in annual revenues the company is targeting a 20 to 30 percent growth this year.

"Our media plans for the new range of mixer-grinders in being worked upon and once the pan India launch is complete, we will be on air for these new products on the national and regional channels," he added.

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