Luminous launches new television campaign- featuring Sachin Tendulkar

Luminous India, the Home UPS brand that has lighted millions of households in India for the last few decades, wants to go 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 new campaign cricketer Sachin Tendulkar, the brand ambassador for Luminous since 2010 is seen talking about Luminous’ legacy in illuminating lives. Through the new campaign, the company endeavors to depict the importance of power back up through a subtle yet heartwarming message by portraying the concerns of a child’s inability to study when there is no electricity in the house. 

The film elucidates a 6-year-old girl celebrating her birthday with her family and friends but worried about power cut instead of having fun with them. In place of eating the cake, she first picks up the candle on the cake and then runs towards her study table.  When the bewildered parents ask the young girl about it, she innocently answers saying that 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.

Commenting on the latest ad film, 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 being 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, which is the creative agency behind the campaign, 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-backup solutions company, we had to think of power related issues that a common man faces everyday. The best part about this ad is that it is short and sweet but also hard-hitting.”

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

Here is link to the TVC: https://www.youtube.com/watch?v=Gcyk4Wavscw&feature=youtu.be

Campaign details:

Creative Agency: Arms Communication

Creative Head:    Deepa Kirodian, Sanjeet Ahluwalia         

Language: Hindi                                                                     

Duration: 30 secs