Luminous Power Technologies has today announced the launch of their new TVC campaign featuring their brand ambassador — Sachin Tendulkar. Through this campaign, Luminous intends to draw more attention to its long-lasting inverter batteries, in a striking, unconventional and appealing manner.
The film tells the story of a scrappy young underdog whose strength and determination exceeds the viewers’ expectations. Set in the context of a ‘Kabbadi’ match playing out in the narrow street lanes of a humble locality, the film tends to make the audience feel nostalgic, while also reinforcing its core proposition, and leaving a smile on their faces. This, coupled with Sachin Tendulkar’s trustworthy and likeable on-screen presence, successfully drives the point home.
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Talking about the new TVC campaign, Sachin Tendulkar says, “It is always a pleasure to be part of Luminous campaigns, and this one is all the more special, as it took me back to my childhood memories. While shooting, I could relate so much with the children and their stupendous energy levels. Their zeal and passion reminded me of my days of practising with my Guru and mentor — Achrekar Sir. The fervour was such that even in the dark and barely visible grounds, I couldn’t keep myself from practising. This vigour has been seamlessly integrated into the concept of long-lasting inverter batteries in this campaign. I look forward to more such campaigns in the years to come.”
Introducing the new campaign, Sachin Bhalla, Sr. Vice President, Marketing, Luminous Power Technologies said, “Luminous is considered to be one of the most reliable brands when it comes to inverters and batteries. Our campaigns so far have been focused more on our inverters than our batteries. Through our new campaign, we wish to put emphasis on Luminous’ high-performance batteries. We are thankful to Sachin for his continued patronage with the brand. His presence on the screen brings great value and helps us build a greater brand connect with our end-users.”
The TVC has been conceptualized by 82.5 Communications. Explaining the campaign concept, Chandana Agarwal, President, 82.5 communications said, “Working on communications for inverters and batteries is never easy as they tend to get very dull and clinical. This time fortunately for us, we had a very interesting brief which was single-minded and emphasized on long-lasting inverter batteries. We took this as an opportunity to humanize the product and bring about humour and nostalgia alongside our key proposition. We have attempted to make it crisp and universally understood. We had a great time working on the creatives as it brought out the child in all of us and we hope that it brings out the same emotion in everyone who sees it.”
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 another five years till 2024.
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