#Nazar Uthao says Tendulkar in the new Luminous Fan TVC
Luminous Power Technologies, the market leader in Home UPS with additional offerings in high performance electrical products like LED Lighting, fans, modular switches and wires today launched its new TVC on Fans ‘Nazar uthao’. The brand that has lighted lakhs of households in India for several decades, also unveiled its new tag line – ‘Khushiyo ka Ghar’, consolidating its brand repositioning as a competitive Home Electricals brand.
The TVC has been conceptualised and developed by Luminous’ creative agency, Soho Square. In the commercial, Sachin Tendulkar, the brand ambassador for Luminous, implies that Don’t get so caught up in you daily lives that you forget to enjoy the beauty around you. In a subtly crafted plot he emphasizes how beautiful our lives are if we just look up and see (#nazaruthao).
The film captures the on-goings in the life of a couple who spend their majority time on their mobile phones/electronic gadgets without realising the essence of special moments of their lives like their marriage, birth of their first child, time they get to spend as a family, etc. It highlights the tragic conditions of today’s world where people tend to get dependent on technology to a point that they don’t cherish small moments of joy spent with loved ones. Here appears Sachin Tendulkar under the mesmerizing breeze of Luminous Fans in the commercial and stresses the need to look up and see how beautiful life is.
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 immense understanding of the needs of our customers and we are convinced that we can play an important role in their daily lives. We believe in re-defining fans from a mere utility to a beautiful possession that adds to the look of one's house. We all know that beautiful things leave people hooked and so we decided to develop this thought into an interesting narrative to tell the story of our Luminous fans. At the same time, we have also tried to address the prevailing issue of poor lifestyle choices of our generation knitting both ideas into one”.
Elaborating on the thought process behind the campaign, Chandana Agarwal, Branch Head, Soho Square Gurgaon, which is the creative agency behind the campaign, said, “Luminous came to us seeking an idea for the launch of their new designer fans. They wanted it to be well connected with the lives of the consumers. Taking this into consideration, when we looked at the society, we identified a tension which Luminous fans could solve. In today's world, everyone is looking down. Staring at individual screens and alone while being together. We thought that this was an interesting place for the fans to intervene. This societal tension of people being busy in themselves was something that the beauty and fresh breeze of Luminous fans could solve. Hence, the commercial was designed”.
The new TVC will be aired on various communication platforms including movies channels, Hindi news channels and during reality shows on mass channels. Digital promotions of the new commercial are already live to give multi-media launch impact in cities across the country this month.