Nex, an appliance brand launched by Bajaj Electricals Limited, is poised to redefine the standards of home comfort with its new lineup of fans.
In the context of an expected heat wave in the coming months, the brand unveiled its high-end models of ceiling fans – the Dryft and Glyde series – through a digital campaign and it will command attention.
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 (TM) that optimizes the interaction between a fan’s blade and motor components and this synergistic approach ensures an Air Experience delivery with 20% higher air thrust compared to conventional fans. Their latest fans have been incorporated with this technology and it will surely enable consumers to elevate the summer experience. Bringing this entire new range of products 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, and tendrils of hair in graceful dance—the film paints a picture of summer’s embrace, made possible by Nex’s innovation. And in a moment of silent acknowledgment, as the protagonist gazes up at the fan, satisfaction and realization intertwine, promising a summer reimagined. This narrative captures Nex’s 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 at Bajaj Electricals Ltd., 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 boasts avant-garde features like PeakTorq (TM) BLDC motor, Smart Connect- NexLife App, remote operation, easy connection with Google/Alexa, and more. The new range of Nex fans is being launched through the brand’s first nationwide digital campaign aimed at showcasing its key brand proposition.