The legacy that guided his future.

The ‘Shine On’ campaign was an ode to a dream that had flourished. It was a look at the history of the company and the scale of its reach in a youthful and charming way. While it touched on the brand’s heritage, it was a celebration of the road ahead. The campaign was extremely well received and resonated with the young and the old.

Saluting the progressive woman with 'We are family'.

Anant wanted to consolidate the brand image of Bajaj Electricals across verticals and through this objective, the ‘We Are Family’ campaign was born. Anant also recognised the changing role of women in the country and was keen to portray today’s progressive woman in the campaign.

#RightfullyHers

Connecting with young India.

India has over 600 million young people. Our nation’s unique demographic structure was one of the key reasons why Anant wanted the brand to reinvent itself. In an effort to connect with the youth, he partnered with renowned singer, Justin Bieber’s Purpose World Tour in 2017 as its exclusive lighting partner.

Lighting up the way for young artists.

Anant’s interest in art and his desire to make the brand reach out to the youth came together at Kala Ghoda Arts Festival, a hotpot of culture, arts and literature.

Championing the voice of the youth.

Anant was a firm believer that the youth held huge potential. To unleash it, he created 15 cross-functional Strategic Management teams with young team members who were given a voice in the decision making process.

Anant partnered with KidZania, a platform that helps children showcase their creative side.
He wanted the brand to be a familiar name across all age groups and extended the company’s association with activities where even children were involved.

Spreading the Magic of Light.

The power infrastructure that Bajaj Electricals lays across India has a huge social and economic impact. Anant wanted to share real life stories of how the company’s efforts played a role in empowering people. This sparked the birth of the ‘Magic of Light’ campaign.

The stories were told through the medium of animation as fables, and later revealed to be inspired by true stories. It showed the possibility of dreams turning into reality. The campaign highlighted the work that goes into making India shine, and that for Bajaj Electricals, it isn’t just about lighting up homes and neighbourhoods. It’s about lighting up dreams.

Making brand Bajaj a shining force.

Anant always looked to increase brand visibility through unconventional methods. He wanted the brand to be an omnipresent force. While other brands stuck to tried and tested ways, Anant refused to go down the same lane. In 2015, he forged an association with the Pro Kabaddi League during its nascent stage, as he believed the sport was sure to gain popularity. His foresightedness and instinct proved to be a great guide as the league went on to become one of the most followed sports in India, second only to cricket.

Anant with his friend, philosopher and guide from HR College days, Ms. Indu Shahani.

He was deeply involved with the Pullela Gopichand Badminton Academy and Premier Badminton League. He aspired to strengthen the sport at the grassroots level by nurturing young talent. The Academy hosted the Yonex Sunrise Anant Bajaj Memorial - All India Senior Ranking Badminton Tournament 2019 in his honour.

Innovation goes under the spotlight.

Bajaj Electricals got global exposure and showcased its technologically advanced solutions in Home Automation, Connected Lighting and Engineering projects, under the theme ‘Smart Indoors and Connected Outdoors’.

Illuminating the global stage in Germany.

Anant aspired to illuminate Bajaj Electricals on the global stage. He wanted to put India’s growing technological potential on the world map. In 2018, Anant became the driving force behind the company’s participation at the Light + Building 2018 Trade Fair in Frankfurt, Germany.

Running to empower women through Pinkathon.

Taking the ‘We are Family’ campaign forward, Anant partnered with Pinkathon, an initiative that spreads awareness on breast cancer. He even urged all the men at Bajaj Electricals to make their spouses, mothers, sisters, relatives and female friends participate in the marathon to support the cause.

Pinkathon was a means to empower women. It asked them to let go of their inhibitions. The ‘Leave it behind’ message integrated in the marathon asked women to leave behind all the things that hindered their self-growth. For instance, many women didn’t take up running as they lacked confidence. Pinkathon helped women be more self-assured and take positive strides towards building their confidence.