Luminous Launches New Campaign Featuring Sachin Tendulkar
Meridian Communications creates a TVC titled Mila di sahi jodi; watch the TVC here.
Neha S | Delhi | March 9, 2011
Meridian Communications launched a new TVC for Luminous Inverter & Battery.
The communication challenge was twofold. Currently, the consumers purchase inverters but pay little attention to the battery they pair it with leading to less than optimum performance. The task was to effectively communicate how the Luminous inverter and battery work together to enhance performance and increase the durability of the products. The second challenge the agency had to overcome was to grab the consumer's att4ention in the very cluttered World Cup environment. While it was an advantage having Sachin as the face of the brand, that was not enough to cut through the clutter since cricketers endorsing products would be the norm and also because Sachin was endorsing more than one product that would be on air at the same time.
This is where the creative idea took form – the idea was to consider Sachin's relationship with his bat. Without it he wouldn't be as effective. Place a hockey stick in place of the bat and even the Master Blaster may have difficulty in performing. Well, this oddity was also something that would catch the eye, for sure.
The ad went on to quantify the advantages of the Sahi Jodi. First in Sachin's context and then in his own words: how Luminous Inverter when paired with a Luminous battery delivers 40% more back up and 40% more battery life. A “Sahi Jodi” that would deliver results for consumers across the country just as Sachin would hope to recreate the 1983 magic with his powerful partner - his bat.
The idea behind the TVC is “Jodi sahi honi chahiye”.
Rensil D'Silva, Executive Creative Director, Meridian says, “The film was designed to dramatise the fact that only a Luminous battery and a Luminous inverter, work in tandem to give you optimum results, much like Sachin and his bat.”
Sridhar Rajagopalan, Senior Creative Director, Meridian, added, “Our desire was to create a memorable ad which doesn't just rely on Sachin's presence, particularly since he's endorsing many brands. Now Sachin with a hockey stick should stick in people's minds.”
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