Luminous Power Technologies, a leading brand in the power backup, home electrical, and residential solar space, on Thursday launched a series of TVCs featuring its brand ambassador- Sachin Tendulkar to announced its latest range of designer Energy Efficient fans.
Through this campaign, Luminous intends to draw attention to its different categories of fans under the new range, in a striking and quirky way.
The TVCs highlight the ways people try to ward off the evil eye from the things they love, value, and find beautiful just to protect them. Developed and conceptualised by 82.5 Communications, the campaign aims to capture the cultural insight of protecting things of value and beauty from an evil eye.
From hanging lemons to putting a “kaala teeka”, the films showcase the beauty of the fans and how their new owners are trying to protect them from the “nazar” of others.
Speaking on the new TVCs, Tendulkar said: “I have been associated with Luminous for over 10 years now and it has been a fantastic partnership. In these 10 years we have collaborated on some really interesting campaigns like the new one on their latest fans range. Shooting with Team Luminous has always been an enjoyable experience and I thoroughly enjoyed being a part of this campaign too.”
Introducing the new TVC campaign, Sachin Bhalla, Sr. Vice President, Marketing, Luminous Power Technologies said: “Luminous has been growing exponentially in the fans category in last 3 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 percent market share in the fans’ category in the next 2 years. Through our new campaign, we wish to emphasize on Luminous’ energy efficient designer fans range that are aesthetically appealing and economical.”
“The new campaign humorously captures the essence of how we all in India put a kala tikka on beautiful things to keep away 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,” he added.
Notably, 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.