Cannes Lions

HAND BLENDERS

LEO BURNETT INDIA, Mumbai / BAJAJ / 2010

Awards:

1 Silver Cannes Lions
1 Shortlisted Cannes Lions
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Overview

Entries

Credits

Overview

Description

Research shows that the average listener switches channels approximately every five seconds. So we thought, why not make channel switching a little bit of fun?What followed were two tunes that could be mixed, simply by switching channels. We teamed up with Big FM & My FM to play this message. At the end of the spot, both channels gave out the same message.To our surprise, the stations soon started getting requests to replay the mixing experience.Radio listeners often change the channels very frequently, and every radio advertiser dreams of preventing the listener from flipping the channel when their advertisement is aired. But for Bajaj Hand Blenders we urged them to change the channel whenever our spot aired.

The listeners experienced the unique pleasure of mixing at their finger tips, all thanks to Bajaj Hand Blenders.

Execution

We tied up with two popular radio stations and aired two different, but complementing music pieces simultaneously. Before the music piece began, the announcer on both the channels urged the listeners to switch between these channels and create their own mix of the music.

As the listeners switched between these channels, they could mix music at their finger-tip. The listeners enjoyed an unforgettable experience all thanks to Bajaj Hand Blenders.

Outcome

We tied up with two popular radio stations and aired two different, but complementing music pieces simultaneously. Before the music piece began, the announcer on both the channels urged the listeners to switch between these channels and create their own mix of the music.

As the listeners switched between these channels, they could mix music at their finger-tip. At the end of the spot both the channels announced that this pleasure of mixing was presented by Bajaj Hand Blenders.

Both the radio stations received hundreds of phone calls appreciating the experience and requesting to re-air the spot.

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