Indian electrical brand Havells has collaborated with Dentsu Digital to unveil a digital LED Ramlila to commemorate Dussehra-Diwali (Indian festivals).
Ramlila is the dramatic folk re-enactment of the life of Rama according to the ancient Hindu epic Ramayana.
Havells has further unveiled a 10-video part series that narrates the entire Ramlila in a storytelling format to engage the digital audience, using the technology within the content.
Amit Tiwari, vice president, marketing, Havells India said: “Lighting is important for all of us. Not only does it give us a sense of clarity, but also a kind of security which is hidden under the spell of darkness. Through this unique visual screenplay, we are amalgamating the story of victory of good over evil, and light over darkness.”
Sudesh Samaria, chief creative officer and co-founder, Dentsu Webchutney said: “Ramayana is timeless, and we have been brought up with it, marrying the lights with this epic tale has indeed been a clever play. This campaign is the perfect homage, in a way that is both symbolic and unique.”
Gurbaksh Singh, chief creative technologist, Dentsu Digital said: “In this digital age, it’s always great to repackage an idea to suit the needs of the ever-evolving audience. The digital LED Ramlila does exactly that by combining Havells lights with a story we’ve all grown up listening. What’s interesting, is the minimalistic approach of using only two elements to narrate it.”