Philips puts its modular switches to the 'twins' test

Crafted by O&M, the TVC features brand ambassador Ranbir Kapoor and positions Philips modular switches as the most durable and safe option for customers

BestMediaInfo Bureau | Delhi | July 30, 2015

Click on the image to watch TVC.

Philips Lighting launched their first ever TV campaign yesterday for the fast growing category of modular switches, with brand ambassador Ranbir Kapoor. The new ad film, crafted by Ogilvy and Mather, positions Philips modular switches as the most durable and safe option for customers.

Focused on the new age, evolved and informed consumer who wants to opt for reliable, sturdy yet aesthetically appealing modular switches, the TVC communicates the ideology behind Philips Modular Switches and the company's future plans to further strengthen its foothold in the market in this category as well.

Shot in the style of slapstick comedies without any dialogues, the TVC shows Ranbir visiting his friend's house, which is completely run over by the extremely naughty twin sons of his friend. The boys throw things around, break things (including a switch board) and generally create a lot of ruckus even as their hapless parents are unable to control them. Ranbir quickly pops out of the house only to return with a Philips modular switch. The twins try their best to damage the switch board by hitting it and sprinkling water on it, but to no avail. The voiceover reveals that the switches have been tested to 2 lakh clicks, are break proof and water resistant.

Sumit Joshi, Marketing Head, Philips Lighting India, remarked, “The modular switches market is growing at CAGR of 11.7 per cent. Our aim is to drive higher brand recall and brand preference in this category. We realised that for Philips to establish a strong foothold in the modular switches category, it was imperative for us to make disproportionate marketing investments and come up with a clutter-breaking communication. The TVC will powerfully connect with the consumer and introduce them to the unique propositions of Philips' Modular Switches that spell durability, safety and elegance. At the same time, this TVC will also reinforce Philips brand promise of 'Innovation and You'.”

Ajay Gahlaut

Ajay Gahlaut, Executive Creative Director, Ogilvy and Mather, elaborated, “Philips was entering the market with its new range of modular switches and the brief was to communicate durability. For this communication, we created this little moment that features a couple, distressed by their playful twin sons who run around and break everything in the home. The TVC showcases how in spite of all mischievous attempts by the kids to break the modular switches – by throwing water, clicking it incessantly and banging on it, Philips' Modular Switches remain intact. Modular switches do not get replaced every now and then and therefore they should be designed for rough use. We thought it will be interesting to illustrate this through a 'pressure test' by naughty twins. When we tested this idea, consumers connected with it instantly, and hopefully, they will make the 'switch' to the brand.”

The TVC is on air in seven languages across leading channels.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client: Philips India

Creative agency: Ogilvy and Mather

Creative: Ajay Gahlaut, Basab Tito Majumdar, Vikash Chemjong, Ranadeep Dasgupta, Gaur Mukherjee

Planning: Alok Sinha - President Planning, Sarabpreet Bedi - Vice-President Planning, Saumya Baijal - Planning Director

Account management: Chandana Agarwal - Managing Partner, Varsha Raina - VP, Sonali Chowdhury - Group Account Manager

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