Philips Lighting launches new ad campaign 'Good for the eyes' with Ranbir Kapoor
Philips Lighting recently launched its new TV ad campaign ‘Good for the eyes’ in India featuring its brand ambassador Ranbir Kapoor. The ad campaign highlights the importance of choosing the right LED lights for low-glare lighting that is safe for your eyes.
Featuring two ad films, the campaign focuses on two different target groups – Home Consumers and Micro, Small and medium industries using LED lights. Featuring two 45-second ad films, the campaign wasdeveloped by Ogilvy and Mather and shot by Corcoise Films.
While the first ad focuses on home consumers seeking safe and low-glare LED lights that are safe for their children, the second ad targets small and medium industries seeking low-glare lighting for their factories, helping them increase their productivity. The campaign emphasises the importance of low-glare lighting resulting in lesser eye fatigue, thus making it safer for eyes in the longer run. People who work for long hours under artificial lighting, especially students and factory workers, are prone to eye strain due to harsh lighting. The ad campaign touches on this key insight, highlighting the key differentiation of ‘Low-Glare’ offered by Philips Lighting LED products.
Commenting on the launch of the new ad campaign, Rothin Bhattacharyya, Chief Marketing Officer, Philips Lighting India said, “While there are many LED brands available in the market, there is little or no product differentiation amongst them. As industry leaders, we realized that one of the key needs from the category was ‘low glare’ and therefore we developed Philips LED’s that offerlow glare at the same brightness, making it safer for eyes over the long run. We are confident that this TVC will powerfully connect with our consumers, emphasizing the two unique value propositions of Philips Lighting LED’s - durability and safety.”
Ajay Gahlaut, Executive Creative Director, Ogilvy and Mather commented, "LED lights have always talked about generic benefits such as brightness and durability. It was exciting to get a proposition that was different: ‘good for the eyes’. In the campaign, we have used our brand ambassador Ranbir Kapoor in a fresh role – as himself. The films show Ranbir using his charm to provide solutions to people working long hours under lighting that strains their eyes. Except that it does not really work. The campaign leaves them with the promise that what really does work are Philips LED low glare lights."
Client: Rothin Bhattacharyya, Ipshita Chowdhury, Ashwarya Wadhwa,Natasha Tandon, Aditya Kulkarni, Abhishek GP
Creative: Ajay Gahlaut, Nitin Srivastava, Jossy Raphael, Chandni Kapur, Jason Philip
Account Management: Chandana Agarwal, Varsha Raina, Sonali Chowdhury
Planning: Sarabpreet Bedi, Saumya Baijal
Production House: Corcoise Films
Director: Nishant Goyal, Corcoise Films
Our typical marketing budget is usually 10 per cent of the topline spend
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