Bajaj Electricals is launching a trial campaign offering cash back in MobiKwik wallets for purchases of Bajaj LEDs to boost consumer adoption. The campaign aims to target 18-40 year olds in tier 1 and 2 cities who use e-wallets and like cashback deals. It will include video, social media, and search advertising with concepts like "#ChalDeMerePaiseWapis" (#GiveMeBackMyMoney) and "#GharMeinUjala #WalletMeinPaisaAala" (#LightAtHome #MoneyInWallet). The suggested media budget is ₹15 lakh over 2-3 months, with evaluation to follow.

1. Bajaj Electricals
MobiKwik Cashback Campaign
A presentation by Ekkank Kataria

2. The Premise
• The Brief
• Our Audience
• Situation Analysis
• Creative Strategy
• Campaign Strategy
• Media Budget
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3. ON
The Brief
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Bajaj Electricals is
on a mission to provide sustainable, efficient
and affordable lighting to every Indian
household.
The LED category is extremely cluttered where
while the product has a lot of benefits both
monetarily
and in usage, the consumer adoption hasn’t
been positive.
Background Problem Statement
Solution:
Bajaj Electricals is initiating a trial campaign where on every Bajaj LED purchase the consumer will receive a
cash back in their MobiKwik Wallet.
The consumer can buy the LED online or offline.
Enter the code seen on the product on MobiKwik’s landing page and redeem the cash back

4. Situation Analysis
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Source: Regalix Research
Fig1: E-Wallet Usage in Top Metro Cities
Fig 2: Reasons for Usage in Top Metro Cities Fig 3: Average Digital Payment Per Month Per Person(in ₹) /
Proportion Spend on E-wallets of Total Digital Spend(in %)
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5. 5
Source: Regalix Research
E-wallet usage is driven by offers.
57% of users attribute offers as the driving force behind them, using e-wallets.
However, other companies are even more dependent on offers,
at 80% and at 85%.
Situation Analysis
ON

6. Our Audience
6ON
Age Group: 18-40
Location: Tier 1 & 2 Cities
Gender: Males And Females
The campaign is targeted towards
a much Aware and Young Target Group
Consumer Interest/Attitude
Use e-wallets, are fond of cash backs and
are also environment friendly.
Need for change in Consumer Perception
The current notion needs to alter that electrical fixes can
only be done by parents/elders in the house.
It is an opportunity for Bajaj to change this perception through
this campaign.

7. Creative Strategy
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Concept 1
#ChalDeMerePaiseWapis Or
#ChalDePaiseWapis
Concept Note
Fast yet short, full of fun and emotion.
It is a simple saying used by many, aimed to connect with the end user.
Once a potential consumer is able to connect with the tagline “Chal De Mere Paise Wapis” he or she will relate it with the brand
and the product offering.
The tonality for the campaign to be a combination of Slice of Life and Humor.
Specim
en
ON

8. Specim
en
Creative Strategy
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Video Concept -
A woman(looking in the camera) is shouting
at someone(not shown in the scene).
#ChalDeMerePaiseWapis…
Tu deta hain ki nhi…
Arrre sunte ho… yeh paise wapis hi nhi kar raha.
(While this goes on)
(Voice Comes from Background and the camera changes angel. It is seen that the women is talking to a LED)
Mam, Har LED pe thori na milte hain paise wapas. Khareediye Bajaj LED aur paiye cashback only on your MobiKwick Wallet.
ON

9. Creative Strategy
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Concept 2
#GharMeinUjala
#WalletMeinPaisaAala
Or
#GharMeinUjala
#WalletMeinJhingalala
Concept Note
The concept aims to convey the message directly -
“Ghar Mein Ujala” – When you purchase a Bajaj LED
“Wallet Mein Jhingalala” – You get a cash back in your MobiKwick e-wallet.
With this simple tagline, a user can understand about the product offering easily.
Specim
en
ON

10. Creative Strategy
10
Video/Jingle Concept -
Do bar upar, theen baar niche
(A person climbing stairs to fix a new LED)
Phas Gaya Baja LED
Hogaya #GharMeinUjala
Bas Khatam ?
Nhi, Sirf Yahi Nhi
Aaye mere paise wapis
Dekhi maine Movie!
So ?
#GharMeinUjala toh #WalletMeinPaisaAala!
Specim
en
ON

11. Paid Advertising (All Platforms)
• Website Click (Leads)
• Post Boost ( Brand
Awareness)
Campaign Strategy
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Sample Text
1. Search Engine Marketing
(Search Network not included)
2. Video Marketing
3. Social Media Marketing4. In App/Website Marketing
Content Types (All Platforms)
• Contests
• Memes
• Product offer
• 10-15 Sec Video Advertising
• Home Page Banner(If Budget
Available)
Direct Marketing on Website/
Applications . Example -
News Apps
*Platforms to be chosen as per
relevance of target group
Games
ON

12. Campaign Strategy
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5. Research and Testing
After the completion of the trial
period, a research to be conducted
to measure the effectiveness of the
campaign.
ON

13. Media Budget
13ON
The campaign duration to vary from 2-3 Months
depending upon the response.
Suggested media budget for the campaign: ₹15,00,000*
*Detailed estimations to be shared, once the campaign budget is approved.
S.No. Description/Platform Amount(in ₹)
1. Search Engine Marketing -GDN 3,00,000
2. Video Marketing - Youtube 5,00,000
3. Social Media Marketing 2,00,000
4. In App/Website Marketing 5,00,000

14. OFF
Thank You
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Save Electricity. Save Energy.