Campaign India Team
Jan 27, 2022

Philips puts the shape of lights in the limelight, with its HexaStyle LEDs

Watch the film conceptualised by Publicis India here

Signify has rolled out the launch film for its Philips HexaStyle LED downlight. 
Conceptualised by Publicis India, the film shows guests at a house party. Each of them are mesmerised by the lighting in the house and start wondering what the host's salary could be and raise other doubts around his financial status. It ends with the host revealing how the lights don't just fit on the ceilings, but also make space in the hearts of those who see them. 
In a chat with Campaign India, Nikhil Gupta, head - marketing and integrated communications and commercial operations, Signify Innovations India, revealed the idea behind launching the LED downlight.
"LED downlights are a growing category in India and are very popular amongst new homeowners or people renovating their homes. However, the LED downlight market in India is fairly cluttered with a lot of competition. The major differentiators in this category are lumen/watt output, installation mechanism (surface/recessed), aesthetics (metal finish/edge lighting etc), ease of installation etc. However, in terms of shape, there are only two options - round and square. Hence, we saw a scope to introduce innovation in the category by offering a brand-new hexagonal shape that will enable consumers to make unique lighting designs in their ceiling and add their own personal touch to their home," he said.
On the creative idea for the film, he added, "‘We are attempting to change the perception of ceiling lights from being just a functional/ambient illumination element to a design element as well. The TVC highlights the unique shape of the downlight and the personalization opportunities it offers, along with its easy installation mechanism and high lumen/watt output." 
Gupta further explained that since people have been confined to their homes during the pandemic, categories like lighting have grown during the last two years.
"The Covid-19 pandemic has altered every aspect of our work life. With ‘work-from-home’ becoming a norm, a well-lit home office has become a necessity. As a result, consumers today are correlating appropriate lighting with increased productivity. Hence, lighting as a category is also witnessing a lot of innovation. With people spending a lot of time at home, there is also an increased focus on home interiors and new designs, prompting us to launch new innovative downlights like Philips HexaStyle," he said.
On other trends that have been observed during the pandemic, Gupta added, "Connected lighting has witnessed a huge demand. Connected lights can mimic natural lighting to support our body’s circadian rhythm. They are colour tunable and can be adjusted to cool white tones to boost productivity during daytime and warm tones to induce rest and sleep in the evening hours. Last year, we also introduced a wide range of connected lights, such as our Philips WiFi LED Batten, Downlights, T-Bulb and T-Beamer powered by WiZ, to cater to this growing demand."
Vikash Chemjong, NCD, Publicis, said, "It’s not every day that one finds lights that have this uniquely stylish, hexagonal shape and the beautiful designs that are made possible because of it. So when people see them, there ought to be some surprise, a little appreciation and definitely, a lot of envy." 
Client: Signify India Client team: Nikhil Gupta, Natasha Wadhwa, Aastha Bhatnagar
Creative agency: Publicis India
Creative team: Vikash Chemjong and Ranadeep Dasgupta
Account planning: Radhika Burman
Account management: Saurabh Singh
Production house: A For Orange Productions
Director: Deepanshu Malik
Producer: Parul Madaan
Campaign India

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