Philips Lighting India launches new Campaign with Ranbir Kapoor
Philips Lighting, the leading lighting brand in the country, today launched their first ever TV campaign for the fast growing category of Modular Switches, with its 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 reliable, sturdy yet aesthetically appealing modular switches, this new advertisement communicates the ideology behind Philips Modular Switches. Like all other solutions by Philips Lighting, modular switches by Philips reflect highest standard of quality and longevity. This new TV commercial which features brand ambassador Ranbir Kapoor is a testimony to the company’s future plans to further strengthen its foothold in the market in this category as well.
Commenting on the launch of the new ad campaign, Sumit Joshi, Marketing Head, Philips Lighting India, said, “The modular switches market is growing at CAGR of 11.7 %. Our aim is to drive higher brand recall and brand preference in this category. We realized 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’”.
Philips Modular Switches are tested to 2 lakh clicks, made with impact resistant plastic, have dual shutter safety, and are water resistant. Philips Modular Switches have an elegant, minimalist design and come in multiple colour options to choose from. They use a unique honeycomb structure in the grids which enables sleekness without compromising stability. Also, their mirror finish enables easy maintenance in order to prevent dust accumulation. All the products in the range come with 10 years of warranty.
Ajay Gahlaut, Executive Creative Director, Ogilvy and Mather, said, “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
Philips’ state-of-the- art modular switches come with a host of innovative features and benefits and are designed to beautify interior, effortlessly and safely. Philips Modular Switches are available at all leading retail outlets, starting at a price range of Rs. 105 (MRP).
The TVC goes on air on July 29th 2015, in 7 Languages, across leading channels. It can also be viewed here – https://youtu.be/1vVgfhMOKig