Bajaj Electricals hands over creative mandate to Soho Square

Apart from the fan portfolio, the new agency will handle communication for the kitchen and domestic appliances.

Bajaj Electricals, the consumer durables brand in home appliances, fans and lighting, has handed over its creative duties to Soho Square.

The agency won the account on the back of a multi-agency pitch. It will be handled out of Soho Square's Mumbai office.

In addition to the fan portfolio, Soho Square will handle communication for kitchen and domestic appliances too.

Beena Koshy, vice-president and head, advertising and brand development, Bajaj Electricals, says, "After much deliberation we decided upon Soho Square, Mumbai. In addition to the Ogilvy lineage, what tilted the scale in their favour is the exciting mix of creative and strategy that the agency has displayed on its current clients."

On winning the account, Samrat Bedi, office head, Soho Square Mumbai, says, "This has been a good year, winning H&R Johnson, Franklin Templeton and now Bajaj Electricals. The management at Bajaj has very ambitious plans in terms of brand portfolio and the way forward for their future campaigns. We are excited about partnering them in this journey."

Shashank Lanjekar, senior VP, planning, adds, "One of the things that really worked in our favour was the vision we shared for the brand. This resonated well with the Bajaj team."

The agency also handles the creative mandates of companies like Bisleri, Vespa, Perfetti's Stop Not, Hockey India League, Oberoi Realty, Pidilite's Dr. Fixit Raincoat and ITC soaps and shampoos.