Luminous brings a longer power back-up

Conceptualised by Arms Communications, its latest campaign features Sachin Tendulkar and shows Luminous coming to the rescue of a child worried about power cuts

BestMediaInfo Bureau | Mumbai | July 29, 2016

Click on the Image to watch the TVC.

Luminous India, the home UPS brand that has lit up millions of households in India for the past few decades, goes a step further with the launch of its latest television campaign and become the most sought after brand for power back-up solutions.

In the campaign, cricketer Sachin Tendulkar is seen talking about Luminous' legacy in illuminating lives. Through the new campaign, the company endeavours to depict the importance of power back-up through a subtle yet heart-warming message by portraying the concerns of a child's inability to study when there is no electricity in the house.

The film shows a six-year-old girl celebrating her birthday with her family and friends but she is worried about power cut instead of having fun with them. Instead of eating the cake, she first picks up the candle on the cake and then runs towards her study table. When a bewildered parent asks the young girl, she innocently answers says she needs it to study in case of a power cut later, making the situation embarrassing for the parents. At this point, Sachin Tendulkar appears with the message, assuring the audience that the Luminous inverter and battery gives long power back-up. The campaign ends, with its tag line – Luminous – 'Jis pe desh kare bharosa' (on which the country trusts).

Vipul Sabharwal, Managing Director, Luminous India, said, “Our presence in India for the last 28 years has given us an unparalleled understanding of the needs of our customers and we are convinced to be able to play an important role in their daily lives. Luminous has long been known for the trust it poses in its customers. Now, we want to step up and get closer to our customers. We have repositioned our brand, introduced new products and have a focussed approach towards our various businesses.”

Elaborating on the thought process behind the campaign, Deepa Kirodian, Creative Head, Arms Communication, said, “Luminous came up to us with the idea that it wants to revamp its image in front of its customers and build a more solid bond with them. Being a power back-up solutions company, we had to think of power-related issues that a common man faces every day. The best part about this ad is that it is short and sweet but also hard-hitting.”

The new campaign will be aired on various communication platforms, including Hindi news channels and Hindi movies, blockbuster movies and reality shows on mass channels. It will also be promoted on various digital spaces to give a multi-media launch impact in cities across the country.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/bmi/media/post_attachments/wp-content/uploads/2016/07/Luminous.jpg

Credits:

Client: Luminous

Creative Agency: Arms Communication

Creative Heads: Deepa Kirodian, Sanjeet Ahluwalia

Info@BestMediaInfo.com

Info@BestMediaInfo.com