Partner Content: Luminous captures the forgotten spirit of Diwali

View the work by Autumn Worldwide featuring Gulzar’s poetry

Oct 27, 2016 04:23:00 AM | Article | Campaign India Team Share - Share to Facebook

Luminous Power Technologies, one of the leading home electrical specialists in India, has launched a social campaign that celebrates a part of Diwali that we often forget to talk about.
While most Diwali campaigns talk about spending and splurging, others talk about the display of lights and fireworks across the country. This campaign however, goes far away from the conventional routes. 
In a refreshing move, Luminous teamed up with renowned poet, lyricist and legend Gulzar to remind a country lost in the frenzy of bright lights and fireworks that at the end of the day the one thing that matters more than any other is the light in a person’s heart. In his own inimitable style and distinctive voice, Gulzar has brought out the message that only through the true light in our hearts, can we bring hope and happiness to the lives around us.
When asked about the inception of this campaign, Anusha Shetty, CEO, Autumn Worldwide, said, “It’s not too often when a client asks to create a campaign that goes beyond products. Staying true to their identity of illuminating people’s lives, Luminous wanted to spread this very message of light and positivity. Working on this was a breath of fresh air.”
Sachin Bhalla, VP - marketing of Luminous Power Technologies, added,  “Luminous as a brand has been very deeply embedded in consumer lives over the last 30 years. With this campaign, we wanted to bring alive the very spirit of our brand and our vision. Our intent is not to sell more products, but to capture the essence of what true light means. With these enchanting words we are happy to give #RoshniDilki a new meaning.” 
Watch the video here

The lyrics:
Jab roshni kam ho jaaye toh
Ummeed jagaa dete hain 
Jab suraj doobne lagta hai
Hum dil jalaa lete hain
Zindagi roshni, zindagi noor bhi hai
Magar dil jalaane ka dastoor bhi hai
Bahot raat tak roshni karti hai
Agar dil mein choti si ummeed rakh do
Ujaalon se ghar bhar mehekne lagega
Hatheli pe roshan koi cheez rakh do
Galey lagne waalon ka dastoor bhi hai
Zindagi roshni, zindagi noor bhi hai 
Today’s materialistic world needs some small reminders like these to keep the message of hope in the human spirit alive. In a time when Diwali has transformed into a festival of appearances, extravagance and splurging, this campaign has truly been a Noor from Gulzar and Luminous.
('Partner Content' is provided by the article's sponsor and not verified independently by Campaign India. This article is sponsored by Autumn Worldwide.)