MUMBAI: Bajaj Electricals’ is launching a new spot on 28 September that aims at shifting the focus from dry irons to steam irons.

Bajaj Electricals’ creative partner, Touchstone Advertising has conceived the 360 degree campaign for the steam irons category.

The spot is produced by One Films and directed by Abraham Cherian. It attempts to connect with talking to a younger audience, while highlighting the features of Bajaj Steam Irons in an entertaining way. The choreography done is by Terrence Lewis and the spot has trained dancers.

Bajaj Electricals Limited executive director R. Ramakrishnan said, “The communication brings forth the product USPs in a very entertaining manner. Globally 90 per cent of the markets for Irons are steam irons while 10 per cent are dry irons. In India, so far it is the opposite. This ad will explain the benefits of steam ironing and enable Bajaj steam irons to dominate a fast expanding segment."

Touchstone Advertising creative director Adi Upadhyay adds, “All our research shows ironing to be the most boring household chore and to add to that, there’s no direct reward. No one says, wow, what a well ironed shirt. And we were talking to a younger generation. So we decided to do a song and dance routine to show how easy, effortless and fun even ironing can be with a Bajaj steam iron. This was a totally collaborative effort, where agency and client worked together to create this spot.”