The brand
brings its Geysers, Mixers and Wires into the house through product
integrations, category-led tasks and audience engagement across television and
digital
Mumbai — Bajaj Electricals Limited has come on
board as Co-Powered By Sponsor for Bigg Boss Hindi Season 20, placing three of
its everyday household categories Geysers, Mixer Grinders and Wires — inside
one of India’s most-watched entertainment properties.
For a brand that has been part of Indian
homes for eight decades, the fit is a natural one. The kitchen and bathroom of
the Bigg Boss house where Mixers and Geysers live every day become the brand’s
stage, with Bajaj Electricals branding across those spaces and its logo woven
into relevant on-air moments through the season.
The three categories will each carry a
distinct proposition into the show: Mixer Grinders for leadership, versatility
and everyday relevance; Geysers for design, innovation and comfort; and Wires
for newness, trust and safety. Beyond static branding, they will feature in
product-led tasks that bring these propositions to life inside the house
supported by mentions from host Salman Khan, the familiar Bajaj jingle,
audience contests, and advertising across television and digital.
The timing is deliberate. The partnership
arrives as Bajaj Electricals sharpens its focus on its consumer business and
broadens its portfolio using a platform with genuine national reach to bring
its evolving range closer to the households it already serves.
Shekhar Bajaj, Chairman, Bajaj
Electricals Limited, said: “Bajaj
Electricals has lived in Indian homes for over eight decades, trusted by one
generation after another. As a brand born in India, partnering with a widely
loved show, Bigg Boss, provides us an opportunity to present our product range
and build conversations around it with our audiences of today.”
Sanjay Sachdeva, Managing Director &
CEO, Bajaj Electricals Limited, said: “This association comes at an exciting point in our journey where
we are transforming our brands and our organisation to create relevance for our
consumers today. As we strengthen our
consumer business, a platform like Bigg Boss gives our key and continuously
innovating categories like Geysers, Mixers and Wires a stage with real connect
across our country, helping us make the brand more relevant for Indians of
today and tomorrow.”
Tiny Sengupta, Chief Marketing Officer,
Bajaj Electricals Limited, said: “Bajaj
Range of products have always been a partner for most Indian homes, whether its
consumers of Bharat or India, we have offerings that caters to all economic to
premium range of home needs. The Bigg Boss house is simply a representation of
those consumers and that very Indian homes, where our products are made
visible, making it the right place to show how our categories seamlessly fit
into everyday life, in a way audiences find familiar and engaging.”
A JioStar spokesperson said, “Bigg Boss is one of India’s biggest and
most iconic entertainment properties, with unmatched scale and audience
connect. We are pleased to welcome Bajaj Electricals to Season 20 of Bigg Boss
Hindi. The association will bring the brand into the heart of the property
through relevant integrations, creating meaningful connections with audiences
nationwide.”