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Leo Burnett creates new TVC for Bajaj Miniz CFLs

MUMBAI: Leo Burnett has created a new television commercial for Bajaj Electricals’ latest Miniz range of CFLs.


The Miniz range has been created to solve the consumer’s problem that normal CFLs are too big and often do not add to the decor of a home or a fancy light fitting. The mandate before the Leo Burnett team was to bring alive the proposition of ‘small but powerful’ CFL.
 
The 30-second commercial starts with a boy waking up by an alarm to find out that a huge ship has barged into their locality. The film moves eight hours back, where a ship can be seen stuck mid-sea in a storm. The crew mistook the ‘powerful’ light coming from a small CFL for a strong and powerful lighthouse. The film signs off with "Chota CFL. Zabardast Roshni". It has been shot with John Doe films.


“We always draw inspiration and insights from real life and real consumers. When Bajaj Electricals asked us to create the film, we conducted several researches to understand consumers, till we stumbled upon the observation that a lot of times in life, what you see is not what you really get,” Leo Burnett national creative director KV Sridhar said.
 
Bajaj Electricals executive director R Ramakrishnan added, “In a category where both the product and communication is at complete parity (every CFL claims to be saving 80per cent electricity and money) we at Bajaj have created disruption by offering the same brightness in a much smaller CFL under our Miniz range. By introducing this new range of CFLs, Bajaj Electricals has taken a step forward to guide Indian market towards international trends where already bigger CFLs are getting replaced by smaller CFLs. Bajaj Miniz CFLs are more
technologically advanced and more environment friendly. The glass used in these is Led-free and with limited mercury levels. We are using Pill dozing technology for mercury filling, hence while disposing the CFLs the mercury remains in the pill and do not spread in environment. Over and above, these CFLs are more compact and add to décor of any room. Our communication partners, Leo Burnett have helped us take it to consumers in a compelling ans impactful yet simple manner.”
 
Leo Burnett has won metals at Cannes, Spikes, Mirchi Kaan and Abbys Awards this year.

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