Ogilvy & Mather Mumbai launches first tvc for Bajaj Finserv using a ‘go for great’ strategy
Financial services group Bajaj Finserv has launched its first ever tvc conveying its brand philosophy of ‘go for great’ to its customers. While the group has been known for its nimble footed business approach and innovative products, it has never before communicated this directly to the external world.
In the tvc conceptualised and developed by Ogilvy and Mather Mumbai, the communication brings out the core belief of the brand, ‘Let’s go for great’. It features veteran actor, Naseeruddin Shah to narrate this belief and has been directed by Abhinay Deo.
The TVC is an intercut of shots between a violinist playing a delightful piece of music and Naseer simultaneously narrating the comparison between good versus great. He starts off by saying ‘Good is a bad word’ and goes on to establish the difference between good and great using relevant examples. Towards the end of the film we see the violinist unhappy with her music – even though it is good. She then picks up the violin and starts playing again in a bid to
make her performance great and the film ends on the line ‘Let’s go for great’.
Bajaj Finserv, which has interests in lending, insurance, investment and advisory, has always believed in continuously improving its processes, by challenging the status quo and breaking its own benchmarks. For example its lending business, Bajaj Finance is not only a market leader in consumer durable loans, but has also reduced the approval time for these loans from industry accepted 3 days to 3 minutes through its operational efficiency and further reduced it to 3 secs through its innovative EMI Card for its existing customers. On the insurance side, Bajaj Allianz General Insurance is known for one of the highest claim settlement ratios in the industry.
Abhijit Avasthi, National Creative Director, Ogilvy and Mather said, “Bajaj Finserv is a successful financial services brand that does not rest on its laurels. It reminds us that success is just the start of another journey and this journey to greatness is endless. The launch film captures this essence.”
Sumanto Chattopadhyay, Executive Creative Director, South Asia, Ogilvy and Mather added, “Divine discontent is the philosophy of Bajaj Finserv and that is what we have tried to communicate simply yet elegantly through the campaign. Getting Naseeruddin Shah to narrate the philosophy is just one of the many ways that this brand is eschewing that which is merely good to go for what is truly great. The violinist in the film lives the brand philosophy too — not remaining content with playing well but striving to take her music to the next level.”
Credits – National Creative Director: Abhijit Avasthi. Executive Creative Director, South Asia: Sumanto Chattopadhyay. President – Mumbai and Kolkata: NavinTalreja. Planning: Prem Narayan. Creatives: Abhijit Karandikar, Nilay Moonje, Jyotsna Parikh. Account Management: Tresa Paul, Mayuri Shukla, Drashti Buch. Production House: Ramesh Deo Productions. Director: Abhinay Deo. Producer: Apurba Sengupta.