Campaign India Team
Oct 04, 2013

Halonix urges parents to switch to the 'Right Light'

Watch the ad film created by Cheil Worldwide SW Asia here

wide player in 16:9 format. Used on article page for Campaign.

Cheil Worldwide SW Asia HQ (India) has rolled out the first TVC for Halonix Technologies’ Consumer Lighting business. The TVC aims to create household relevance for the brand in the low involvement, high clutter category, according to the agency.

The film shows a young girl trying to read in poor light. She gets distracted by some sounds. Upon exploration, she meets up with an animated character ‘Mr. Spectacles’ who tells her to read in the right light, warning her that he will end up on her nose for life otherwise. The ad ends with a voiceover announcing, “Halonix – The Right Light.”

The TVC went on air on 21 September. The commercial is part of a campaign to revamp the identity and packing of Halonix Consumer Lighting products and differentiate it in the market, informed an agency statement.

Amar Wadhwa, founder and executive director, CrystalEyes (which manages marketing for Halonix Technologies), said, “Halonix’s first TVC by Cheil India is a brilliant take on a simple idea - bad light makes for life-long poor sight. This clutter-breaking campaign will set the pace for simple yet effective communication for brand Halonix and create a new paradigm in lighting advertising.”

On the campaign, Nima DT Namchu, creative head and ECD, Cheil Worldwide SW Asia, said, “As children we were always told by our elders, sahi roshni mein padai karo, varna zindagi bhar ke liye aankhein kharaab ho jayeingi’! This was the simple thought behind this TVC and we were delighted with Halonix’s response to our idea. We believe that parents will find an ally in the new Halonix campaign.”

Credits

Client: Halonix Techologies
Brand/product: Consumer Lighting
Agency: Cheil Worldwide SW Asia
Creative head and ECD: Nima DT Namchu
Group creative directors: Navin Theeng, Kaushik Saha
Creative supervisors: Anindita Das (copy), Narinder Bisht (art)
Client servicing: Amit Ghildiyal, Avilash Chakraborty, Upasana Sil
Account planning: Vivek Dutta, Vartika Sahani
Production house: Thumbnail Pictures
Director (film): Sudip Bandhopadhay

Source:
Campaign India