Mumbai: Bajaj Electricals’ appliance brand Nex is looking to redefine the standards of home comfort with its new line up of fans. In the context of an expected heat wave in the coming months, the brand unveiled its new models of ceiling fans – the Dryft and Glyde series – though a digital campaign.
After conducting R&D over several months, Nex understood that consumers need a higher air thrust under the fan to reimagine Indian summers. To solve this need-gap, they built a technology platform called Aeirology that looks to optimise the interaction between a fan’s blade and motor components and this synergistic approach ensures an impactful Air Experience delivery with 20% higher air thrust compared to conventional fans claims the company. Their latest fans have been incorporated with this technology and the aim is to help consumers elevate the summer experience. Bringing this entire new range product to life, the digital campaign went live across social media, digital media outlets and connected TV.
At its core, the film unveils Nex’s insight: consumers demand more than mere functionality in their appliances; they want an elevated air experience. Nex’s ceiling fans’ digital film transports viewers into a realm where every flick of the switch is experiential. Through subtle cues— like goosebumps on the protagonist’s hand, tendrils of hair in dance—the film shows summer’s embrace, made possible by Nex. The protagonist gazes up at the fan abd satisfaction and realisation intertwine. This narrative the company added captures its commitment to offering not just a product, but a journey into a sensorial experience, resonating deeply with the audience’s need for comfort and connection in their living spaces.
Ravindra Singh Negi, COO Bajaj Electricals said, “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!”
The IoT model also boast features like PeakTorq BLDC motor, Smart Connect- NexLife App, remote operation, easy connection with Google/Alexa, and more. The new range of Nex fans are being launched through the brand’s first nationwide digital campaign aimed at showcasing its key brand proposition. The Dryft series starts at Rs. 6,300 while the Glyde series retails at Rs. 3,500 and consumers can purchase it in retail outlets and online.
Watch the film here:
