Philips unveils its latest campaign ‘right light future bright’ featuring actor Ranbir Kapoor

The shift to LED lights is becoming more popular over their traditional counterparts as masses want to save the rising energy costs. This category has become commoditised with Chinese dealers playing the price game and leaving very little room for the differentiation story. In this sea of sameness, Philips wants to elevate the brand conversation and go beyond just the category rationale of savings and brightness. Instead, they want to own the 'thought leadership stance'. 

 

In a category where the motivators outweigh barriers to usage, industry reports pointed out that one of the top barrier 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 wrong light can impact performance and productivity. This is the point Philips wants to drive home through their campaign. The ad aims to highlight the effects of using wrong light on performance of people whether at home or offices. They have roped in Ranbir Kapoor to convey this message. 

 

“The LED category is growing rapidly with consumers leapfrogging and getting into the fold as the benefits of brightness and savings have clearly been established. Brand differentiation is the journey we embarked upon last year wherein we started from the fundamental role apt light can play in a consumer’s life and well-being. Therefore, the proposition of ‘right light’, moving the conversation away from just brightness and emphasising that it is eventually the ‘right light’ that matters. This year, our campaign is an evolution over last year wherein the attempt is to take the payoff beyond rational into the emotional space of ‘right light – future bright.’ Aspiration and progress as core values of Indian consumers are the fundamental triggers behind the campaign. And humour is the execution route we have taken to build in memorability,” says Ipshita Chowdhury, Director Marketing and Head of Marketing Communications, Philips Lighting.

 

 ‘’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,” says Chandana Agarwal, Managing Partner, Ogilvy & Mather Delhi.

 

While the TVC is on-air across GEC, movies, news and regional channels, building further on the communication, Havas Media, the brand’s media agency is doing active integrations within family drama and serials to educate the importance of right light through experiential learning.