New Delhi: Luminous Power Technologies, one of the leading and trustworthy brands in the power backup, home electrical, and residential solar space, today announced its latest range of designer Energy Efficient fans through a series of TVCs featuring its brand ambassador- Sachin Tendulkar. Through this campaign, Luminous intends to draw attention to its different categories of fans under the new range, in a striking and quirky way.
The TVCs highlight ways people try to ward off the evil eyes from the things they love, value, and find beautiful, just to protect them. Developed and conceptualized by 82.5 Communications, the campaign aims to capture the cultural insight of protecting things of value and beauty from an evil eye. From hanging lemons to putting a ‘kaala teeka’, the films showcase the beauty of the fans and how their new owners are trying to protect them from the ‘nazar’ of others.
Starting April 15, the 20-second TVCs will be aired on prominent TV channels and shows. The campaign will be leveraged on the brands social media handles. It will also be promoted on all Luminous’ social media platforms i.e.- Twitter, Facebook, Instagram, and YouTube.
On the new TVCs, Sachin Tendulkar said “I have been associated with Luminous for over 10 years now. My association with them gives me a great sense of contentment. It has indeed been a wonderful partnership with the brand with some amazing campaigns like the new one on their latest fans range. I completely loved the whole concept and theme and enjoyed the creative process.”
Introducing the new TVC campaign, Sachin Bhalla, Sr. Vice President, Marketing, Luminous Power Technologies said, “Luminous has been growing exponentially in the fans category in last 3 years and has become one of the reliable brands when it comes to affordable energy-efficient fans. With this new range, we are looking to achieve INR 500 crore revenue in the overall fans’ category by 2023. We are also strengthening our distribution network in India with an aim to gain a 5% market share in the fans’ category in the next 2 years. Through our new campaign, we wish to emphasize Luminous’ energy-efficient designer fans range that are aesthetically appealing and economical. The new campaign humorously captures the essence of how we all in India put a Kala tika on beautiful things to keep away the evil eyes. We are thankful to Sachin for his continued association patronage with us. His presence on the screen brings great value and helps us in building a greater brand connect with our end-users.”
Sachin Tendulkar was roped in as the brand ambassador for Luminous Power Technologies in 2010. The company has recently extended its partnership with Sachin for another five years till 2024.
Chandana Agarwal, President-North (India), 82.5 communications: “Based on the universal insight, these series of short Luminous films hit their mark as they are based on the human reaction to beauty – fans so beautiful that they make you want to ward off the evil eye. We love working on briefs from Luminous, as they are simple and single minded.”
Sumanto Chattopadhyay, Chairman & Chief Creative Officer, 82.5 Communications: “The various culturally-rooted practices of avoiding the evil eye have been applied in a smile-inducing way in this series of films for beautiful Luminous fans. The idea was to get the attention of consumers with the humour and then wow them with the stunning range of fans.”
Preeta Mathur, Creative Head, North (India), 82.5 Communications: “We often hear about people who are beautiful, “Kisi ki nazar na lagey’. The line in the brief, ‘beautiful fans’ caught our eye and we said let these fans also evoke the same feeling in people, it shouldn’t catch anyone’s evil eye. We had fun writing and making these films, we hope everyone else enjoys them too. Iss campaign ko kisi ki nazar na lagey.”
CREDITS
Agency: 82.5 Communications
Sumanto Chattopadhyay – Chief Creative Officer & Chairman
Kapil Arora – CEO and Co-Chairman
Rishabha Nayyar – Head of Strategic Planning
Chandana Agarwal – President North
Preeta Mathur – Group Creative Director
Account Management: Anuj Sharma, Anandini Kapur
Planning: Abhilasha Mathur
Production House: LikeMindedPeople
