Luminous Power Technologies has rolled out a campaign for its new range of designer energy-efficient fans. The film-led campaign features Sachin Tendulkar, who is also the brand’s ambassador. The campaign aims to show consumers the different categories of fans under Luminous’ new range.
Developed and conceptualised by 82.5 Communications, the campaign stems from the insight of people’s penchant for protecting things of value and beauty from the evil eye. From hanging lemons to putting a ‘kaala teeka’ (black mark), the films look to showcase Luminous’ fans and how their new owners try to protect them from the evil eye.
Sachin Bhalla, senior vice president, marketing, Luminous Power Technologies, said, “Luminous has been growing exponentially in the fans category in the last three years and has become a trusted brand in designer and energy-efficient fans market. With this new range, we are looking to achieve INR 500 crore revenue in the overall fans’ category by 2023. We are also strengthening our distribution network in India with an aim to gain 5% market share in the fans’ category in the next 2 years. Through our new campaign, we wish to emphasise on Luminous’ energy-efficient designer fans range that is aesthetically appealing and economical. The new campaign humorously captures the essence of how we all in India put a kala teeka on beautiful things to keep away the evil eye. We are thankful to Sachin for his continued association patronage with us. His presence on the screen brings great value and helps us in building a greater brand connect with our end-users.”
Chandana Agarwal, president, 82.5 communications, added, “Based on the universal insight, these series of short Luminous films hit their mark as they are based on the human reaction to beauty – fans so beautiful that they make you want to ward off the evil eye. We love working on briefs from Luminous, as they are simple and single-minded.”
Sumanto Chattopadhyay, chairman and chief creative officer, 82.5 Communications, said, “The various culturally-rooted practices of avoiding the evil eye have been applied in a smile-inducing way in this series of films for beautiful Luminous fans. The idea was to get the attention of consumers with the humour and then wow them with the stunning range of fans.
Preeta Mathur, creative head, North, 82.5 Communications, added, “We often hear about people who are beautiful and say “Kisi ki nazar na lagey’. The line in the brief, ‘beautiful fans’ caught our eye and we said let these fans also evoke the same feeling in people, it shouldn’t catch anyone’s evil eye. We had fun writing and making these films, we hope everyone else enjoys them too. Iss campaign ko kisi ki nazar na lagey.”
Agency: 82.5 Communications
Chief creative officer: Sumanto Chattopadhyay
Creative head: Preeta Mathur
Director: Piyush Raghani
DOP: Avinash Arun
Editor: Ernest Dsouza
Production house: LikemindedPeople
Post Production house: Nube for grade, Splice
Producer: Ruchi Shah
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