MUMBAI: When a brand built on trust, durability, and innovation decides to level up, it calls for a partner that can match its ambitions. Bajaj has brought Mumbai-based Tilt Brand Solutions on board as its official brand and communications agency on record for its consumer appliances and lighting portfolios. With Bajaj’s ongoing premiumisation journey, this partnership aims to sharpen its positioning under the ethos “Built For Life”.

Bajaj Electricals head of advertising & brand management, Devika Sachdev shared her enthusiasm for the collaboration, “We’re happy to have Tilt Brand Solutions onboard as true partners in this pivotal phase of 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.”

Tilt Brand Solutions will drive go-to-market strategies, integrated brand communication planning, and positioning initiatives to reinforce Bajaj as a contemporary and aspirational choice in an evolving market.

Tilt Brand Solutions group chief business officer, Hari Krishnan highlighted the agency’s commitment to the brand’s evolution, “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.”

With Tilt Brand Solutions at the helm of Bajaj’s brand strategy, the future looks bright—and built to last.