Bajaj Advertisment

BAJAJ CORPORATE ADVERTISING

ABSTRACT:

1) Advertising Strategy : Affective strategy

2) Big Idea : Our old trust & choices never change. We are also good in bikes.

3) Creative Execution : Mixing modern culture with original one

4) Appeal Used : Emotional patriotism

1. ADVERTISING STRATEGY

A message theme of any advertisement can be created by using a number of message strategies. Message strategy is the primary tactic or approach i.e. uses to deliver any message theme in the advertisement.

There are 3 categories of advertising strategy:

1) Cognitive strategies

2) Affective strategies

3) Conative strategies

In the Bajaj advertisement, company is following affective strategy.

AFFECTIVE STRATEGIES

Affective advertising strategies invoke feelings or emotions and match those feelings with the goods services or company.

Affective strategies are basically two types –

a) Resonance b) Emotional

Since in this video, Bajaj is doing corporate advertisement. Corporate advertising often contains an affective message strategy.

Now every company is facing more public pressure to be more socially responsible. Hence, BAJAJ is using corporate advertising tactic to show that they are more socially responsible.

In this video, they are showing new style but still showing ethics, value and respects. They are targeting youth. They are saying that we are adopting new fashion, but still we are giving respect to our culture, value and society.

They are saying that there is new tomorrow but our tomorrow, new today but our today. It means that we are changing our self with new environment with our own value and respects.

2. BIG IDEA

Environment changing, but our trust, reliability values remains same. Bajaj is trying to make emotional bonds through the background song, “HAMARA BAJAJ”.

3. CREATIVE EXECUTION

They mix the new culture with old values and respects. They showed...