Conceptualised by Rediffusion Y&R, the new campaign introduces Eveready’s new product line – LED bulbs – while continuing with the ‘Give Me Red’ proposition of the brand
BestMediaInfo Bureau | Mumbai | July 27, 2015
Eveready, which has been traditionally associated with batteries and flashlights, forayed into the LED bulb segment early this year and this product line presents the new face of the company.
To spread awareness about its LED bulbs, Eveready has unveiled its new TVC with brand ambassador Akshay Kumar.
The TVC, conceptualised by Rediffusion Y&R, shows a professor explaining the principles of light at a science fair to a group of disinterested students. Suddenly, Akshay Kumar, who is part of the audience loudly exclaims, “Boring! Same old science fair.” He then jumps on to the stage and decides to pep things up a bit by beginning a synchronised dance with hundreds of LED bulbs to the accompaniment of Eveready’s tagline ‘Give Me Red’. He then announces Eveready LED as the brightest bulbs.
Amritanshu Khaitan, Managing Director, Eveready Industries India, remarked, “LEDs are fast moving products in today’s urban landscape and the product promises the consumer better light output at an affordable price. Therefore, the objective of this campaign is to encourage consumers to adopt change and switch to the brightest range of LEDs while remaining true to the essence of the brand that is all about power and energy.”
Anil Bajaj, Vice-President - Marketing, Eveready Industries India, added here, “Eveready touches the lives of millions daily. This commercial is a step to demonstrate the power of ‘Give Me Red’. How it affects their lives and makes it more vibrant. This time we have tried to present our very own ‘Give Me Red’ in a more sophisticated, lively and interactive way, keeping the essence of power and energy the same.”
Nilanjan Dasgupta, ECD, Rediffusion Y&R Kolkata, explained, “We have depicted two forms of life. One, without ‘Give Me Red’, which is the boring lecture by the professor; and the other, with ‘Give Me Red’, which is energetic, youthful and enigmatic, where Akshay dances with the bulbs. The LED bulbs, in its full glory, illuminate the zestful life of ‘Give Me Red’. Our intent was to demonstrate the product interestingly and showcase the brand world of ‘Give Me Red’.”
Client: Eveready Industries
Creative agency: Rediffusion Y&R
Creative team: Executive Creative Directors: Neil Dasgupta and Piyash Ghosh
Director: Joeri Holsheimer
Executive Producer & Editor: Avishek Ghosh
Producer: Marc Kubbinga
Associate Producer: Medha Nayak Vora
Music Director: Mikey McCleary
Production House: Hectic Content