Campaign designed by Cheil India tries to make space for Halonix in a category already crowded with domestic and international products
BestMediaInfo Bureau | Delhi | October 4, 2013
Cheil India, which recently won the complete creative mandate for Halonix Technolgies’ Consumer Lighting business, has rolled out its first TVC. The television commercial is part of the campaign that includes a complete revamp of identity and packing for Halonix Consumer Lighting products. This is essential as Halonix is looking at achieving a lead position in the Consumer Lighting marketplace that is besieged with domestic and international products, all vying for that ray of light.
The TVC went on air on September 21, 2013.
The campaign for Halonix’s Consumer Lighting Business revolves around the simple adage, ‘sahi roshni mein padai karo, varna zindagi bhar ke liye aankhein kharaab ho jayeingi’ (bad light, leads to poor sight, for life). This was taken forward with a pair of talking spectacles being the raconteur. ‘Mr Spectacles’ brings in this messaging in the right light. Lighting, and within that Consumer Lighting, is a low involvement category which required building emotional connect and going beyond just brightness and savings.
The Halonix TVC shows a young girl trying to read in poor light who gets distracted by sounds coming in from the study table. Her exploration leads her to meet up with Mr. Spectacles who tells her to read in the right light or he will end up on her nose for life!
Amar Wadhwa, Founder and Executive Director, CrystalEyes (which manages marketing for Halonix Technologies), said, “Halonix’s first TVC by Cheil India is a brilliant take on a simple idea – bad light makes for lifelong poor sight. This clutter breaking campaign will set the pace for simple yet effective communication for brand Halonix and create a new paradigm in lighting advertising.”
Nima DT Namchu, Creative Head & Executive Creative Director, Cheil Worldwide SW Asia, said, “As children we were always told by our elders, ‘sahi roshni mein padai karo, varna zindagi bhar ke liye aankhein kharaab ho jayeingi’. This was the simple thought behind this TVC and we were delighted with Halonix’s response to our idea. We believe that parents will find an ally in the new Halonix campaign.”
Agency: Cheil Worldwide SW Asia
Creative Head & ECD: Nima DT Namchu
Group Creative Directors: Navin Theeng, Kaushik Saha
Copy & Art: Anindita Das (Copy), Narinder Bisht (Art)
Client Servicing: Amit Ghildiyal, Avilash Chakraborty, Upasana Sil
Account Planning: Vivek Dutta, Vartika Sahani
Production House: Thumbnail Pictures
Director: Sudip Bandhopadhay