New Delhi: The category of lights is changing at a lightning speed in our country. The shift to LED’s becoming almost like people’s movement with most households opting for LED’s over traditional lights primarily to safeguard themselves against the rising energy costs.
In this sea of sameness I LED category, Philips wanted to elevate the brand conversation and go beyond just the category rationales of savings & brightness and own the ‘thought leadership stance’. Philips this year wants people to evaluate LEDs beyond just the rationales and position itself as the ‘Right Light’, essentially lights that can have a well-being effect.
The campaign aims to highlight the effects of using wrong light on performance of people whether at home or offices. And true to its brand personality and also its brand ambassador RanbirKapoor, it had to be done in a light hearted manner.
“Brand differentiation is the journey we embarked upon last year wherein we started from the fundamental role apt light can play in a consumer’s life and well-being. Therefore, the proposition of ‘right light’, moving the conversation away from just brightness and emphasising that it is eventually the ‘right light’ that matters. This year, our campaign is an evolution over last year wherein the attempt is to take the payoff beyond rational into the emotional space of ‘right light – future bright.’ Aspiration and progress as core values of Indian consumersare the fundamental triggers behind the campaign. And humour is the execution route we have taken to build in memorability.”says IpshitaChowdhury, Director Marketing and Head of Marketing Communications, Philips Lighting.
‘’We started on the journey of differentiating our lights basis glare last year. It was a big step to link tiredness of eyes to inappropriate lighting. This year’s communication builds on this proposition further and brings it alive interestingly.”, says ChandanaAgarwal, Managing Partner, Ogilvy & Mather Delhi.
Talking about the ad, this is what Ajay Gahlaut – Dep. CCO, Ogilvy India had to say, “… while light helps us see things, but more often than not, we fail to see how the glare from ordinary light can be harmful to the eyes. So the brief was to tell people how only the right light comes is low on glareand is comfortable for the eyes. And therefore their future.”
While the TVC is on-air across GEC, movies, news and regional channels, building further on the communication, Havas Media, the brand’s media agency is doing active integrations within family drama and serials to educate the importance of right light through experiential learning.