Philips has rolled out a TV campaign which aims to highlight the effects of using wrong light on performance of people whether at home or offices.
The campaign conceptualised by Ogilvy and Mather Delhi, features Bollywood actor Ranbir Kapoor and aims to educate consumers to use the right light that it claims to have a well-being effect and ends with a tagline 'Jab right ho light toh future ho bright' (English : When the light is right, future is bright).
Ipshita Chowdhury, director marketing and head of marketing communications, Philips Lighting, said: “The LED category is growing rapidly with consumers leapfrogging and getting into the fold as the benefits of brightness and savings have clearly been established. 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 consumers are the fundamental triggers behind the campaign. And humour is the execution route we have taken to build in memorability.”
Chandana Agarwal, managing partner, Ogilvy & Mather Delhi, said : ‘’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.”
Havas Media, the brand’s media agency is doing integrations within family drama and serials to educate the importance of right light through experiential learning.