Bajaj Electricals has launched Nex, its latest premium appliance brand, which aims to enhance home comfort with a new line-up of innovative fans. Ahead of an anticipated heat wave, Nex unveiled its high-end ceiling fan models – the Dryft and Glyde series – through a digital campaign.
After conducting extensive research and development, Nex identified the need for higher air thrust in fans to address Indian summers. To meet this demand, it developed a technology platform called Aeirology (TM) to optimise the interaction between a fan’s blade and motor components, resulting in 20% higher air thrust compared to conventional fans. The latest fans incorporate this technology to enhance the summer experience for consumers.
The digital campaign was launched across social media, digital media outlets, and connected TV to introduce the new product range.
The core of the campaign film highlights Nex’s understanding that consumers seek more than just functional appliances; they desire an elevated air experience. The film immerses viewers into a sensory realm where each switch flick is experiential. Through subtle cues such as goosebumps on the protagonist’s hand and dancing hair, the film evokes the embrace of summer made possible by Nex’s innovation. The narrative captures Nex’s commitment to offering a sensorial experience that resonates with the audience’s need for comfort and connection in their living spaces.
“We are thrilled to introduce our latest innovation, the Nex range of high performance, smart ceiling fans. Through research, we have actioned what our consumers want, and have created a range that goes beyond expectations in style, function, and energy efficiency. A range that offers 20% higher air thrust, coupled with low noise operation, sleek designs, and customizable settings, it’s perfect for any modern home. Join us in reimaging summer, join us to feel the future with Nex!” Ravindra Singh Negi, COO, Bajaj Electricals Ltd, said.