afaqs! news bureauPublished: 12 Jul 2019, 9:05 AM
Industry News

VMLY&R India conceptualizes the latest campaign for Luminous with Sachin Tendulkar

The “Dil se” campaign brings out the never-seen-before personal side of the master blaster.

Luminous Power Technologies has launched a digital campaign to celebrate the brand’s successful journey with cricket icon Sachin Tendulkar. Through this campaign, Luminous Power Technologies showcases the synergy between the brand’s value and Sachin’s principles in his real-life.

The Dil Se campaign includes two video interviews. In the First interview with Vipul Sabharwal, MD, Luminous Power Technologies, Sachin shares his sense of pride in associating with Luminous. In the second interview, in a casual and personal chat with Vikram Sathaye, Cricket Presenter and Stand-up Comedian, Sachin reveals lesser known facts about his personal life. Be it the secret ingredient to make Sachin style baigan bharta or how he maintained his cool during high-pressure matches, he reveals it all to Luminous.

Through this campaign, Luminous brings the similarities between values of the cricket legend and the brand which has been one of the prime reason behind the continuity of the association. Just like Sachin ensured he continuously evolved as a cricket to maintain his supremacy in the sports, Luminous has also has evolved over the last three decades. From being a brand which was hidden behind corridors, Luminous today has become one of the most popular home electrical brand.

Talking about the journey so far with Luminous Power Technologies, Sachin Tendulkar says, “This is the 10th year of my association with Luminous and it gives me great joy to see that along with successfully finding solutions for the evolving needs of the Indian consumer, Luminous has been undertaking various social initiatives like ‘Spreading Happiness’ towards achieving their vision of illuminating people’s lives. It has been a wonderful journey so far and I look forward to continuing this association for many more years.”

The campaign beautifully brings out the personal side of Sachin that builds a strong consumer connect and gives a sneak peek into Sachin’s life – be it his favorite song, dish or the skills he wants to acquire from others. Part of the campaign video also shares anecdotes from his personal life, which is in sync with brand’s campaign – ‘Khusyion ka Ghar’.

Speaking on the launch of Dil Se campaign, Vipul Sabharwal, MD, Luminous Power Technologies said, “Sachin is a living example of the core values that Luminous stands for - reliability, consistency, longevity and highest standards of integrity. Our association with the cricket legend, entering into its 10th year, has helped us gain immense love from our consumers. We see a great value in him that builds a great brand connect with our end users.”

Sachin Tendulkar was roped in as the brand ambassador for Luminous Power Technologies in 2010. The company has recently extended its partnership with Sachin by five years till 2024.

(We received this information in a press release.)