With sustainable living occupying the minds of Indians, many households & businesses are moving towards solar to harness the power of the Sun. However, a major roadblock that people come across is the complexity of adopting solar and the confusion that arises from it. Luminous Power Technologies, with their capability of providing end-to-end solar solutions with world-class quality, decided to propagate their message that making your home or business solar-powered should not be such a confusing process.
With that in mind, Luminous partnered with AutumnGREY Bangalore to work on the concept of “Luminous – Solar ka Simple Solution”. The approach stems from the fact that Luminous provides a complete solution for customers – right from solar components to installation and after-sales service. A very strong consumer insight of going for brands that are reliable and provide the best warranty & after-sales helped craft the communication route for the campaign.
Scripting a film that conveyed the frustrations of the consumer that triggers him to convert to solar while showcasing how Luminous makes the switch to solar as simple as possible was the next step. Exploring small nuances like consumers getting advice from friends, doing online research was crucial while getting the bigger aspects right. Taking a quirky approach was imperative to help people grasp Luminous’ offering easily while staying entertained.
Talking about the approach, Ruchika Gupta, CMO, Luminous Power Technologies said “At Luminous, we are 100% committed to bringing consumer centricity in everything we do. When it comes to Solar, our extensive consumer research showed us clearly that there is a lot of confusion around various aspects of the purchase decision making – enough to deter a large number of customers.
Hence, we conceived this campaign – Luminous – Solar ka Simple Solution. We intend to reach over 9 million consumers across the country with this campaign to strongly drive home this message.”
Reflecting upon the campaign Swati Balani, Executive Creative Director said, “One of the biggest roadblocks in people investing in solar energy is the lack of understanding. Because when it comes to choosing the right solar solution, researching itself can get daunting. With this lyrical and humorous campaign, we answer all the questions that pop up in our consumer’s minds and showcase how Luminous offers a simple Solar solution- right from installation to maintenance.”
Sandhya Gurung, Associate Vice President- AutumnGrey, added, “It gives me great pride to say that we cracked yet another simple but effective communication with Luminous. Solar energy is the need of the hour. However, there is a common misconception that it is high maintenance and a bit exorbitant. Breaking these stereotypes, helping people make the right choice, and propelling businesses is what we strive for at AutumnGREY and I believe that this opportunity has brought us one step closer to realizing it.”
Here is the film that shows how consumers don’t need to worry about solar anymore, kyunki Luminous de solar ka simple solution.
Film 1: Watch here
Film 2: Watch here
Film 3: Watch here
Creative Agency: Autumn Grey Bangalore
Chairperson & Group Chief Executive Officer: Anusha Shetty
MD & Chief Creative Officer: Sandipan Bhattacharyya
Associate Vice President: Sandhya Gurung
Executive Creative Director: Swati Balani
Sr. Design Director: Nidhi Johar
Agency Team: Abhijit Mahida, Mayang Srivastava, Ajendra Kumar Shaw, Pooja Dewanjee, Noopur Singhania
Ruchika Gupta – Chief Marketing Officer
Anisha Bangera, Medha Mehrotra
Client Name: Luminous Power Technologies