India - a land popular for its cultural dynamism, never fails to surprise one at every walk of life. Right from its festivals to food and the attire worn by its people - everything has a story behind it. Philips India, one of the major players in the lighting category, draws inspiration from this cultural insight in its new campaign, where it shows the special role of light in the life of an Indian.
The company also conducted a usage and attitude research in 2011 to get a first hand impression of how the Indian consumer uses light and his or her thought on light/brightness.
The television commercial, titled 'Zindagi Ki Raunak', shows how light plays a vital role in every Indian's life and Philips, being the manufacturer of various lighting products, acts like a carrier which takes light to the doorstep of every Indian. The TVC captures this multifaceted role played by light through interesting situations and vignettes. It ends with the message, 'Philips - Zindagi Ki Raunak'. The commercial is backed by a humorous and tongue-in-the-cheek narrative. Moreover, it also promotes Philips' promise of providing 20 per cent more brightness.
According to Sumit Joshi, senior director, marketing, Philips Lighting India, the company banked on the platform of energy efficiency. "And, from a consumer's perceptive, energy efficiency is directly linked to compact fluorescent lamp (CFL) bulbs. Therefore, we wanted to move beyond energy efficiency and talk to the consumer as a leader in the category which currently has 35 per cent market share," notes Joshi.
Ajay Gahlaut, group creative director, Ogilvy, explains, "Philips is the market leader in the lighting category and therefore it was important to convey that message with lighting being at the heart of the communication strategy. We did not have to look too far as light plays a very important role in the Indian culture. In India, people name their children after light and we also celebrate 'Diwali', the festival of light. The television campaign highlights the fact that light plays a special role in everybody's life. In one word, the commercial is about what light does to people."
The television commercial is currently on air across various channels. The company will also launch retail and online activations to further promote its lighting products.
A bright idea
Divyapratap Mehta, vice-president, planning, Grey, says, "This is a good example of an advertisement doing too many things in one television commercial. I am not sure if the brief is 20 per cent more brightness or to just celebrate light in people's life. I would have at least chosen one of the two as a creative magnifier. Then the question, whether a brand should celebrate a generic like light or build some sort of differentiator? While it can be argued that celebrating the category is a leader's stance, I still feel consumers today are looking for reassurances beyond just bringing alive the generic role of lighting in their lives. Also, they may find the situations endearing but this may not aid brand recall."
Mehta opines that brightness is a powerful promise which has not been well exploited in the ad. "It almost looks like an afterthought in the film and may not even get registered by consumers," he adds.