LivGuard ropes in Akshay Kumar for new product range campaign

TVC to be run across national & regional channels during IPL and general elections 

e4m by exchange4media Staff
Updated: Mar 14, 2019 3:38 PM

LivGuard Energy Technologies has introduced the current range of inverters and inverter batteries. The brand pursues to expand its product portfolio and is planning to invest Rs 60 crore in marketing expenditure for FY 2019-20. 

To promote its newest offering of inverters and inverter batteries, Livguard has launched a 360 degree campaign ‘Smart and Strong, Chale Life Long’. The creative route of the film is to present smartness of inverters and toughness of batteries through the personification of Einstein and Bruce Lee. These characters have been represented by Akshay Kumar. 

LivGuard is planning to run the new TVC campaign across national channels, regional channels, during IPL and general elections. 
Addressing the strategic importance of this campaign, Gurpreet Singh Bhatia, CEO, LivGuard Energy Technologies Private Limited said, “We are extremely delighted to launch this campaign with our brand ambassador Akshay Kumar in an unseen avatar. The traditional prospect of inverters and inverter batteries has taken a new helm with our inverters and inverter batteries. The consumers will now witness the industry’s first SuperTUFF 3D Grid in batteries, which ensures longer battery life along with Deep Cycle Design, which is ideal for geographies with long power cuts. With smart features of Artificial Intelligence battery charging in inverters, coupled with avant-garde qualities and aesthetic design of the product, we hope that this unmatched proposition will enhance the expectations of the consumers.” 

Speaking on conceptualising the campaign, Raj Kamble, Founder & CCO, Famous Innovations said: “Our brief was to bring alive LivGuard's unique combination of smartness and toughness. We chose two iconic personalities that represent these qualities - Einstein and Bruce Lee - and portrayed the same in a visually interesting way. The concept also played on the brand's ambassador, Akshay Kumar's strength as he's a truly versatile performer and was ideal to pull off the same." 

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