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Philips Lighting launches its biggest ever marketing campaign

Signs Ranbir Kapoor as brand ambassador who features in the 360 degree campaign conceptualized by Ogilvy

BestMediaInfo Bureau | Mumbai | October 28, 2013

(L-R) Sumit Joshi, Ranbir Kapoor, and Nirupam Sahay

Philips, India’s leading Lighting company, revealed Bollywood actor Ranbir Kapoor as its brand ambassador. The market leader in LED lighting – Philips, is drawing attention to its LED lighting solutions by going for the brand’s first ever celebrity endorsement. The biggest ever marketing campaign by Philips Lighting will feature Ranbir, who will endorse Philips’ range of LED Lighting solutions, which are dynamic in both style and performance.

To showcase the endless possibilities of LED lighting, Philips Lighting is reviving the iconic song ‘Saara Zamana Haseeno Ka Deewana’ through a contemporary music video featuring Ranbir in a dynamic suit of LED lights. The music video and the television commercials based on the core idea of “Philips LED – See What Light Can Do” will be on air from Oct 25th. The campaign has been directed by Prasoon Pandey - one of the industry’s best, and conceptualized by Ogilvy.

Philips Lighting is taking the lead in driving consumer preference to the LED phenomenon, by bringing forth its performance and style aspects. LEDs offer unlimited opportunities in lighting with the play of colors, dimming and compatibility with controls. This, in combination with the functional benefits like energy saving (up to 80% over conventional lighting), long life (10–15 years of life) and eco-friendliness (no UV/IR radiations), makes it the best lighting technology available. Lighting consumes approximately 20% of the electricity globally, and with the use of new and efficient LED solutions combined with smart lighting controls, it has the ability to reduce energy spends by a staggering 40%.

Nirupam Sahay, President, Philips Lighting India, said, “Given that LED Lighting technology is relatively new, consumer awareness of the benefits associated with it is low. As industry leaders, we need to drive the conversion from conventional lighting to LED Lighting, which is clearly the future of Lighting. We aim to achieve this by building mass appeal through an impactful campaign that makes people sit up and take notice. Having Ranbir as the brand ambassador allows us to communicate the benefits through a medium that resonates most with Indian consumers, and he is best suited to bring the dynamic nature of the category to life”.

Expressing his excitement, Ranbir Kapoor said, “Endorsing India’s No.1 Lighting brand Philips is a great opportunity, and I am privileged to be associated with this power house of innovation. Philips is a brand that delivers innovation that matters to you and me. I am thrilled to be associated with LED Lighting technology which is not only NextGen but is also environment friendly. I personally believe in LED lighting, which is clearly the future of lighting.”

Sumit Joshi, Head - Marketing, Philips Lighting India, further added, “It is after a long time that a Lighting company has a high profile Bollywood actor as brand ambassador. The strategy is to differentiate and lead the change from conventional to LED in the market with the right combination of strong value propositions and glamour. The choice of having Ranbir was an easy one as we wanted to get on board a brand ambassador who represents dynamism and modernity and is constantly experimenting with possibilities on the silver screen. He also comes from a family which has been a legend in the Bollywood industry, and we saw synergy with the 125 years of heritage of Philips Lighting. With his remarkable appeal across different segments of consumers, we are confident that this campaign will be a huge success.”

Vivek Sharma, Chief Marketing Officer, Philips India, commented, “As LED Lighting becomes more and more important for Philips’ business in India, the company took this big step of launching a huge integrated marketing campaign for the category. As Philips, we have signed on brand ambassadors for the company’s other businesses in the past, and we believe it adds to the brand recall and helps drive demand for a relatively new category.”

The comprehensive 360 degree campaign covers all important media including Print, Outdoor, Out-of-home, PR and Digital alongside Television. Philips Lighting has engaged Ranbir Kapoor for a longer term arrangement, and the brand plans to continue to actively reach out to the consumers through various marketing innovations.

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