Eveready Industries has launched a TVC for its emergency light bulb Instacharge, themed ‘Kya Baat Hai’.
‘Kya Baat Hai’ refers to the astonished reaction of someone on learning about the capability of Instacharge, which claims to offer 14 hours of lighting in just four hours of charging. This pitch is made through a lady who claims to have got India’s fastest charger home. Her companion asks if it can charge his phone that is running short of charge. At the time, as the place goes dark owing to a power outage, the Instacharge bulb above them glows instantly, allowing the lady and voice over to introduce the offering.
The campaign is live across TV, print and digital in six languages – Hindi, Bengali, Marathi, Tamil, Malayalam and Kannada . It has been conceptualised by Brand David.
Watch the film here:
Mohit Sharma, Senior Vice President & Business Unit Head – Lighting & Electricals, Eveready Industries, said, “In the realm of lighting and electricals, Eveready stands proud as a category leader. Our commitment to illuminating lives is exemplified through our revolutionary emergency LED bulb Instacharge, a beacon of hope during uncertain times. The Eveready Instacharge emergency LED bulb represents a significant milestone in our commitment to innovation and customer-centricity while being committed to sustainability and energy conservation. The TVC beautifully captures the essence of our product’s groundbreaking features and how it seamlessly integrates into our customers’ lives, ensuring their safety and well-being during unforeseen circumstances. The new TVC enables us to further create growth and awareness for this category.”
Prashant Shukla, Senior Manager – Marketing and Communications, Lighting & Electricals, Eveready Industries, added, “At Eveready Lighting, we believe that everyone deserves access to cutting-edge technology that enhances their daily lives, and the Instacharge emergency LED bulb embodies that vision. Our new TVC, ‘Kya Baat Hai’ integrates efficiency, reliability, and safety, revolutionising our customers’ lighting experience. The campaign is reflective of what our products actually stand for – quality and innovation. The brand film’s interesting take on the need for an instant source of light during power failures will definitely strike the right chord and build recall. With ‘Kya Baat Hai’, we are confident of strengthening the brand’s position in the market as well as our relationship with our target audience.”
An agency spokesperson said in a statement, “Our collaboration with Eveready to bring the ‘Kya Baat Hai’ TVC to life has been nothing short of electrifying. The TVC brilliantly captures the essence of Eveready’s Instacharge emergency LED bulb, ensuring uninterrupted illumination and a sense of security during power failures. We believe that through creativity and innovation, we can truly make a difference, and ‘Kya Baat Hai’ exemplifies our dedication to lighting up the country, one bulb at a time.”
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