Philips Lighting has rolled out the first TV campaign for its modular switches. The film featuring brand ambassador Ranbir Kapoor has been conceptualised by Ogilvy and Mather.
It opens with Kapoor walking into a house, to be greeted by a couple and their twin children. Kapoor hands the kids a toy. That sets the tone for the rest of the ad, as the two start fighting for it. They fight over several other things in the house, the last of which is a switch board. Seeing which, Kapoor steps out and brings a new Philips modular switch board. He places that on the wall. The children attack that too, but are unable to inflict any damage. They give up, tired, even as Kapoor offers them boxing gloves to attack the switch. The film ends with a voice over introducing the swtches.
Sumit Joshi, marketing head, Philips Lighting India, said, “The modular switches market is growing at CAGR of 11.7 per cent. Our aim is to drive higher brand recall and brand preference in this category. We realised that for Philips to establish a strong foothold in the modular switches category, it was imperative for us to make disproportionate marketing investments and come up with a clutter-breaking communication. The TVC will powerfully connect with the consumer and introduce them to the unique propositions of Philips’ modular switches that spell durability, safety and elegance. At the same time, this TVC will also reinforce Philips brand promise of ‘Innovation and You’."
Ajay Gahlaut, executive creative director, Ogilvy and Mather, said, “Philips was entering the market with its new range of modular switches and the brief was to communicate durability. For this communication, we created this little moment that features a couple, distressed by their playful twin sons who run around and break everything in the home. The TVC showcases how in spite of all mischievous attempts by the kids to break the modular switches – by throwing water, clicking it incessantly and banging on it, Philips’ modular switches remain intact. Modular switches do not get replaced every now and then and therefore they should be designed for rough use. We thought it will be interesting to illustrate this through a ‘pressure test’ by naughty twins. When we tested this idea, consumers connected with it instantly, and hopefully, they will make the ‘switch’ to the brand."
Client: Philips Lighting India
Agency: Ogilvy & Mather
ECD: Ajay Gahlaut