Welcome to Bijlipur, says Base Batteries new campaign

Aiming to expand its footprint across the country, Base Batteries has unveiled an Rs40-crore advertising campaign across the television, print and OOH mediums.

Conceptualised by Mudra Communications, the advertising campaign shows a fictitious village named Bijlipur, powered by Base batteries, which always enjoys uninterrupted power supply. The film has been directed by Deb Medekar of Equinox Films.

''We are looking to connect with a large part of India's population,'' said Aditya Arora, COO, Base Batteries. ''The Bijlipur campaign is an anchor to increase the level of awareness of Base Batteries.''

With a total ad spend of Rs40 crore for at least three consecutive years, the rustic theme of the campaign is targeted at the rural and semi-urban masses, who bear the brunt of the harsh climatic conditions and severe power cuts. 

The ad campaign is scheduled to air across leading TV channels from the second week of April 2011.

Carl Savio, creative director, Mudra Communications, said, ''The brief was simple: Create a campaign that showcases the width of Base's product repertoire. Make it fun and Indian. And so Bijilipur was born.

A town somewhere in the heart of India, that runs exclusively on Base power solutions.  A magical place that's enlivened and empowered by uninterrupted power. Welcome to Bijlipur!''