Signify has launched a campaign featuring its brand ambassador Pankaj Tripathi for its new range of energy efficient BLDC fans and LED lights.
The campaign features the actor in an avatar of ‘Bachat Kumar’, a celebrated savings expert, who emphasises that there is only one true link for savings – EcoLink range of BLDC Fans and LED lights.
Conceptualised by Hashtag Orange, the films center around people asking him for advice on savings, and he espouses the mantra of savings with the slogan ‘Bachat ka Link – EcoLink, with an eccentric treatment that is bound to garner attention in a cluttered category of BLDC fans and LED lights.
The film opens with a couple seeking Bachat Kumar’s advice on saving money. The savings expert, dressed in a flashy red suit and a gold EcoLink chain, emphasises that there is only one true link for savings – “Bachat ka ek hi link – EcoLink’, urging the couple to choose EcoLink BLDC fans.
https://youtu.be/VAQhrDC8Syk
The LED lights film features Bachat Kumar riding a bike onto the stage at his event, surrounded by a huge army of fans. His entry on-stage is received with a loud cheer and applause from the crowd. However, amidst all the excitement, a voice from the crowd asks a way to save money to which Pankaj repeats the same savings mantra.
https://youtu.be/HgW0CH3noTU
Commenting on the new campaign, Nikhil Gupta, Head of Marketing & Integrated Communications and Commercial Operations, Signify Innovations India Limited said, “The fans and LED lights market is a fairly crowded one and with this quirky campaign centered around the protagonist – Bachat Kumar, we wanted to break the clutter in the electrical goods category. Pankaj Tripathi brings alive the quirky and flamboyant character and delivers the message ‘Bachat ka Link – EcoLink ” with a dash of humor. There couldn’t have been a better choice for an actor who can connect with the audience so organically to deliver this campaign”.
Amit Shankar, Co-Founder, Chief Creative Officer, Hashtag Orange, said, “To make EcoLink Fans and Lights popular amongst the masses, we came up with a simple proposition of ‘Bachat ka ek hi link – EcoLink.’ Indian middle-class families take savings very seriously. Every purchase they make must be top class and should also generate savings. To capitalize on this sentiment, we used one of the most popular Indian actors who has a mass following, Pankaj Tripathi, and we transformed him into a brand-new avatar called Bachat Kumar, the rockstar of bachat, who gives valuable advice to common folks in his own unique and quirky style. Sometimes inside his gold clad home turned office and at times from his very own bachat concert. We truly had a lot of fun filming this one. We hope consumers will enjoy the Bachat adventures of Bachat Kumar and will remember his golden words for wholesome and only way saving which is ‘Bachat ka link, EcoLink.”
Credits:
Client: Signify India (Nikhil Gupta, Natasha Wadhwa, Aastha Bhatnagar)
Agency: Hashtag Orange
Creative: Amit Shankar, Rahul Rautela
Account Management: Sridhar Iyer, Subhank Gupta, Sakshi Bajaj
Production House – Rising Star Films
Founder & Creative Producer – Nasir Khan
Director – Ashwathram
Executive Producer – Firoz Khan
DOP – Shivendu Kudalkar
Music – Rohan Vinayak
Feedback: [email protected]
