Philips Lighting today launched advertising campaign Old bulb ko no, Philips TBulb lo for its latest T Bulb in the country. The company said that it seeks to highlight the “unique” features of the “innovative” bulb in a bid to redefine the category of round bulbs.
According to the company, the new Philips T Bulb offers a wider light throw compared to a regular LED bulb and can be installed in an existing LED bulb socket. The product offers a unique aesthetic shape and a modular angular neck, while retaining the “ease” of replacement of a conventional bulb.
India is one of the biggest open socket markets in the world, with consumers using at least one tubelight and bulb to illuminate a room in their household, the company said. However, with ever increasing urbanisation and growing space constraints, Philips Lighting said it has realised that conventional lighting products like tubelights and bulbs may no longer be the best illumination solutions for consumers today. While tubelights require a wider installation space, round bulbs only offer localised illumination that is not sufficient to illuminate a room adequately. “To address this conundrum, the company has introduced the solution in the form of the Philips T Bulb,” it said in a press release.
Elaborating about the ad campaign, the company said that it wants to rejuvenate a low involvement category where purchase decisions are done more by “rote” than anything else. “Through this innovative ad, Philips Lighting urges consumers to break the monotony of old habits and demand more from their light bulb by asking for the new Philips T Bulb. This thought came together in the slogan: Old bulb ko no, Philips T-bulb lo,” it said. The ad film is conceived by Ogilvy India.