Mumbai: BAJAJ has appointed Mumbai-based Tilt Brand Solutions as its brand and communication management agency for its Consumer Appliances and Lighting portfolios.
Renowned for its trust, durability, and innovation, BAJAJ has been a household name in India for decades. In recent years, the brand has been on a premiumisation journey, redefining its positioning under the “Built For Life” ethos. This transformation is reflected in BAJAJ’s evolving product portfolio, emphasizing premium design and long-lasting performance.
Devika Sachdev, Head of Advertising & Brand Management, Bajaj Electricals, shared her excitement about the collaboration, stating, “We’re happy to have Tilt Brand Solutions onboard as true partners in this pivotal phase of the brand growth. Their passion for the brand and innovative approach will help us craft meaningful solutions and experiences that not only resonate with today’s discerning consumers but also strengthen BAJAJ’s position as a modern, premium brand in a dynamic marketplace.”
Under this partnership, Tilt Brand Solutions will lead the go-to-market strategy, integrated brand communication planning, and brand management. The agency’s goal is to further enhance BAJAJ’s relevance and appeal, positioning it as a modern, premium choice in an ever-evolving market.
Hari Krishnan, Group Chief Business Officer, Tilt Brand Solutions, emphasized the significance of the collaboration, saying, “We are excited to partner with BAJAJ at this pivotal point in the brand’s journey. As an industry leader for long, we are grateful for the trust they’ve placed in us to enable their ongoing transformation and support the expansion and consolidation of their reach across the nation and wider consumer segments. Our partnership will focus on through-the-line brand positioning, communication, and management across touchpoints.”
