Onads to handle creative duties of Bajaj Electricals

The Mumbai office of the creative agency will handle the account; the size of the account is pegged at Rs 10-15 crore.

Bajaj Electricals, a subsidiary of the Bajaj Group, has appointed Onads Communication to handle the creative duties for the company's 75 year celebrations campaign. Bajaj Electricals invited a multi agency pitch before awarding the account to Onads Communication. The Mumbai office of the agency will handle the mandate. The account is pegged at Rs 10-15 crore.

It is learnt that five agencies were in the fray for the account.

Jignesh Maniar, founder, Onads Communication, says, "Bajaj Electricals has a legacy of 75 years behind it. It has a long heritage and looks forward to connect with youth in a much stronger association."

He adds that the brand plans to bring alive its heritage to the stakeholders and consumers through mass media that will include radio, television, OOH and print.

Maniar confirms that the agency plans to come up with a television-led campaign for the brand by mid 2013.

Onads Communication was started in 2008 and has its offices in Mumbai and Delhi. It has worked with several brands such as JW Marriott, Renaissance and Indiabulls Securities amongst others.

Bajaj Electricals will complete 75 years in July, 2013. The company was incorporated as Radio Lamp Works in 1938 and was later renamed as Bajaj Electricals in 1960. It produces electrical goods such as ceiling fans, steam irons, juicers, pedestal fans, lights and other items. It is a part of the Bajaj Group that is a conglomeration of 25 companies such as Bajaj Finance, Bajaj Auto, Bajaj FinServ Limited and others. It has 36,000 employees and a turnover of more than $ 5 billion.