Wipro wants to take lead in the smart lighting space: Sanjay Gupta

Sanjay Gupta, Senior VP & Business Head, Wipro Consumer Lighting, talks to exchange4media about product innovations in the smart lighting space, their digital campaigns, marketing strategies & more

e4m by Neethu Mohan
Updated: Dec 10, 2019 4:53 PM
Sanjay Gupta, Wipro

India is witnessing traction for smart home gadgets and in the smart light segment. Wipro Lighting, a trusted brand for over three decades has recently forayed into these categories and created a space of its own.

Claiming the early mover advantage, Wipro wants to take the lead in the smart lighting space too. They have recently launched two digital campaign films to create awareness on smart bulbs and smart lighting. The recent campaigns are ‘Soch Badlo’ and ‘Surprisingly Human’.

Speaking to exchange4media on the product segment and innovation, Sanjay Gupta, Senior Vice President & Business Head, Wipro Consumer Lighting and Switches said, “We are a trusted brand for over three decades. Our strength lies in combining technology and innovation to provide solutions for all our customer’s needs. We have been the first to launch a slew of innovative products in LED range leveraging the technology know-how - colour changing batten, dimmable batten, High lumen batten, smart panels with remote, are few of our successful innovations.”

Commenting on Wipro’s entry into the smart lighting space Gupta said, “Wipro wants to take the lead in the smart lighting space too. We have been an early mover in this category. We are the first to launch a lot of new products in this category. We were the first to launch smart batten, smart panels, and COBs. We also have launched a wide range of smart products in smart sockets, doorbells, cameras, extension cord, and strip lights. We have the widest portfolio of products in the Smart range.”

According to Gupta, the smart lighting category is in its nascent stage and he expects this category will be the growth engine going forward. The product prices are close to 8-10 times more than the regular products, Wipro expects the same to come down in the next 3-6 months, thus helping the smart lighting category to grow exponentially. Right now the products are available on online platforms, and the company is planning to expand to offline platforms as well.

“Wipro has also taken the lead in breaking the price barrier in smart bulbs. We were the first to launch 9w bulb under Rs 999, which has helped the smart bulb category to grow,” Gupta asserted.

Speaking further on the target audience and market share, Gupta said, “As of now, our focus is only on metro cities, and cities that have 10 lakh plus population. Even when we sell it offline, we won’t be going to cities which has a population of less than 10 lakh.”

According to Gupta, 80 per cent of their sales comes from Bangalore, Hyderabad, Bombay, Delhi, and Gurgaon. “What we have witnessed is that the product acceptance in these cities have been much better and our target age group is between 30-40 years old. They are the people who are more experimentative. 95 per cent of our sales are on e-commerce platforms. We are the No 1 in e-commerce in smart lighting,” Gupta added.

Speaking on the digital campaigns Gupta said, “The idea of the ‘Soch Badlo’ campaign was to increase awareness of smart bulbs through an emotional/social message. It was crafted to inspire our target audience, the young men to widen their thoughts “Soch Badlo” towards the old-age relationship of their parents.  We imagined a story of elderly lovers/ individuals, distanced by social norms, who use light bulbs as the sole way to express their affection towards each other. They also use the different shades of Wipro Smart light bulbs to express a spectrum of moods.”

Speaking about their ‘Surprisingly Human’ campaign Gupta said, “The objective for this digital film is to educate our consumers on the features of smart lighting. We have highlighted the key benefit of ‘control light from anywhere’ and ‘control light through voice’ via the emotional route using two beautiful films.”

About Wipro’s marketing strategies Gupta said, “The response for our smart lighting products has been overwhelming for us. The campaigns which are only on digital media platforms have done extremely good for us. Once we improve our offline presence, we will take it to the mass media.”

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