In what could be described as a move to consolidate its brand repositioning as a ‘competitive home electricals brand’, home UPS major Luminous Power Technologies today launched its new TVC ‘Nazaruthao’ with a new tagline ‘KhushiyokaGhar’ for its fans segment.
The company has forayed into the modular switch business last month after entering the fans, solar, and LED lighting businesses.
“We believe in re-defining fans from a mere utility to a beautiful possession that adds to the look of one’s house. We all know that beautiful things leave people hooked and so we decided to develop this thought into an interesting narrative to tell the story of our Luminous fans. At the same time, we have also tried to address the prevailing issue of poor lifestyle choices of our generation knitting both ideas into one,” said the company’s managing director Vipul Sabharwal in a press statement.
Elaborating about the thought process behind the TVC campaign, Chandana Agarwal of Soho Square, the campaign’s creative agency, said, “Luminous came to us seeking an idea for the launch of their new designer fans. They wanted it to be well connected with the lives of the consumers. Taking this into consideration, when we looked at the society we identified a tension which Luminous fans could solve. In today’s world, everyone is looking down. We thought that this was an interesting place for the fans to intervene. This societal tension of people being busy in them was something that the beauty and fresh breeze of Luminous fans could solve. Hence, the commercial was designed.”
The new TVC will be aired on various communication platforms including movie channels, Hindi news channels and during reality shows on mass channels. Digital promotions of the new commercial are live to give multi-media launch impact in cities across the country this month, the company informed.