Signify launches new ad campaign for its Philips Ceiling Secure downlighter in India
Signify (formerly known as Philips Lighting), the world leader in lighting, today announced its latest TV Advertising campaign ‘Singh Saab’ for its Philips Ceiling Secure downlighter. The quirky TV commercial highlights the ease of using Philips Ceiling Secure downlighter and its unique ‘Twist and Fit’ technology which ensures zero damage to the ceiling while replacing your downlighter. The humorous yet thought-provoking 45-second ad film has been developed by Lowe Lintas and targets consumers renovating their homes using downlighters.
An extensive market research study conducted across India on urban consumers renovating their homes revealed that ceiling damage caused while replacing a non-functional downlighter is the biggest pain point for this product category. Hence the film stresses on the constant presence of ‘Singh Saab’ – a man who repairs the damage to false ceilings, through various phases of the protagonist’s life, who would replace downlighters every few years while renovating his home. The cycle finally comes to an end when he installs Philips Ceiling Secure downlighters in his new home.
The campaign touches on this key insight and emphasizes the ease of replacing downlighters while causing no damage to ceilings using the new Philips Ceiling Secure Downlighter which has a modular design featuring a separate LED cartridge that can be fastened into the outer housing installed in the false ceiling of a room.
The TVC will play on primetime TV slots across general entertainment channels, select English and Hindi news, movie channels and during the India-Australia T20 series. Furthermore, as the Associate Sponsor of two T20 matches, the company will also host three Aston Bands in the Live Matches along with Segment ‘Spinning Moment of the Day’ in the Post Match Show. The TVC will also be showcased across leading cricket website ESPN Cricinfo.
Commenting on the launch, Mr. Sukanto Aich, Chief Marketing Officer of Signify’s operations in India, said, “We are very proud to launch a unique product that has been built on strong customer insights of having a downlighter that’s easy to install and does not damage the ceiling. Philips CeilingSecure’s unique design is loved by installers and customers alike, for its ease of installation and maintenance. Our latest TV commercial will highlight this in a light-hearted manner. We hope that consumers like the ad and become early adopters of this latest innovation from Philips.”
Commenting on the win, Naveen Gaur, Chief Operating Officer, Lowe Lintas, said, “Signify is a very special win for us. The Philips Ceiling Secure downlighter is its latest launch in the downlighter category and addresses an important consumer need-gap of pain free installation without any ceiling damage. With our deep understanding of the category and consumers, we have created a memorable and impactful communication for Signify.”