Mumbai: VMLY&R India, digital marketing, advertising and transformation agency, has conceptualized and created the latest campaign for Luminous Power Technologies, featuring the legend Sachin Tendulkar. This year marks the 9th year of association between Luminous and Sachin Tendulkar, as the Brand Ambassador.
The new campaign called “Sachin – Dil Se”, is centered around an interview style film with Sachin Tendulkar. The Dil Se campaign includes two video interviews. In the first interview with Vipul Sabharwal, MD, Luminous Power Technologies, Sachin shares his sense of pride in associating with Luminous. In the second interview, in a casual and personal chat with Vikram Sathaye, Cricket Presenter and Stand-up Comedian, Sachin reveals lesser known facts about his personal life. Be it the secret ingredient to make Sachin style baigan bharta or how he maintained his cool during high-pressure matches, he reveals it all.
Through this campaign, Luminous brings the similarities between values of the cricket legend and the brand which has been one of the prime reason behind the continuity of the association. Just like Sachin ensured he continuously evolved as a cricket to maintain his supremacy in the sports, Luminous has also has evolved over the last three decades. From being a brand which was hidden behind corridors, Luminous today has become one of the most popular home electrical brand.
The campaign marks the 9th year anniversary of Sachin coming on board as the brand ambassador for Luminous. The campaign beautifully brings out the personal side of Sachin that builds a strong consumer connect and gives a sneak peek into Sachin’s life – be it his favorite song, dish or the skills he wants to acquire from others. Part of the campaign video also shares anecdotes from his personal life, which is in sync with brand’s campaign – ‘Khusyion ka Ghar’.
YouTube link of the campaign:
Vipul with Sachin
Vikram with Sachin
Speaking on the launch of Dil Se campaign, Vipul Sabharwal, MD, Luminous Power Technologies said, “Sachin is a living example of the core values that Luminous stands for – reliability, consistency, longevity and highest standards of integrity. Our association with the cricket legend, entering into its 10th year, has helped us gain immense love from our consumers. We see a great value in him that builds a great brand connect with our end users.”
Commenting on the new campaign, Amandeep Singh- Business Director, VMLY&R India said, ‘Sachin Tendulkar was signed as brand ambassador back in 2010 because there were a lot of synergies – being a leader, reliable, trustworthy and a complete inspiration. The brand wanted to shine a spotlight on this long-term relationship for its channel partners, employees and customers.’
Amandeep further added, ‘The main objective of the campaign was to humanize the brand and strengthen the emotional connection Luminous’ customers.’