The campaign comprises two films. In this campaign, Philips elevates the brand conversation and goes beyond just the category rationale of savings and brightness, Philips takes a ‘thought leadership’ stance. This year, Philips wants people to evaluate LEDs beyond just the rationale, and position itself as the ‘right light’, essentially lights that can have an effect of wellbeing.
Ajay Gahlaut, Deputy Chief Creative Officer, Ogilvy India, said, “While light helps us see things, more often than not, we fail to see how the glare from ordinary light can be harmful to the eyes. So the brief was to tell people how only the right light comes with low glare which is good for their eyes. And therefore their future.”
The campaign highlights the negative effects of the use of incorrect lighting on the performance of people whether in school, home or offices. And as is the nature of the brand personality of Philips, the execution of this idea was implemented in a light hearted tone and manner with brand ambassador Ranbir Kapoor cast in the films.
The category of lights is changing at a lightning speed in this market. The shift to LED is becoming almost like a people’s movement with most households opting for LEDs over traditional lights primarily to safeguard themselves against the rising energy costs.
Philips has been a frontrunner in the LED revolution and has been commanding a strong equity amongst the branded players. However, the LED category is becoming commoditized with Chinese players playing the price game and leaving very little room for differentiation. In a category where the motivators outweigh barriers to usage, industry reports pointed out that one of the top barriers of LED lights as a category, is that it is ‘high on glare’. Further, being a low involvement category, it is oblivious to most consumers that the wrong light can impact performance and productivity. This is precisely the point Philips underlines in this new campaign.
Chandana Agarwal, Managing Partner, Ogilvy Delhi, said, “We started on the journey of differentiating our lights basis glare last year. It was a big step to link tiredness of eyes to inappropriate lighting. This year’s communication builds on this proposition further and brings it alive interestingly.”
Agency: Ogilvy Delhi
Creative: Basabjit Majumdar, Vikash Chemjong, Saroj Patra, Varun Arora
Planning: Sarabpreet Bedi
Account Management: Chandana Agarwal, Varsha Raina, Sonali Chowdhury, DivyaTewari
Client: Philips India Pvt. Ltd.
Client Team: Rothin Bhattacharya, Ipshita Chowdhury, Ashwarya Yadav Wadhwa
Production House: Nirvana Films