MUMBAI: Signify (formerly known as Philips Lighting), recently launched its latest TV ad campaign ‘Singh Saab’ for its Philips Ceiling Secure downlighter. The ad highlights the ease of using the Philips Ceiling Secure downlighter and its ‘Twist and Fit’ technology that ensures zero damage to the ceiling while replacing.
The ad film has been developed by Lowe Lintas and targets consumers renovating their homes using downlighters. The film stresses on the constant presence of ‘Singh Saab’ – a man who repairs the damage to false ceilings, through various phases of the protagonist’s life, who would replace downlighters every few years while renovating his home. The cycle finally comes to an end when he installs Philips Ceiling Secure downlighters in his new home.
Lowe Lintas COO Naveen Gaur said, “Signify is a very special win for us. The Philips Ceiling Secure downlighter is its latest launch in the downlighter category and addresses an important consumer need-gap of pain free installation without any ceiling damage. With our deep understanding of the category and consumers, we have created a memorable and impactful communication for Signify.”
As revealed in a press statement, the TVC will play on primetime TV slots across general entertainment channels, select English and Hindi news, movie channels, and during the India-Australia T20 series. Furthermore, as the associate sponsor of two T20 matches, the company will also host three aston bands in the live matches along with segment ‘Spinning Moment of the Day’ in the post match show. The TVC will also be showcased across leading cricket website ESPN Cricinfo.
Signify CMO India operations Sukanto Aich said, “We are very proud to launch a unique product that has been built on strong customer insights of having a downlighter that’s easy to install and does not damage the ceiling. Philips Ceiling Secure’s unique design is loved by installers and customers alike, for its ease of installation and maintenance. Our latest TV commercial will highlight this in a light-hearted manner. We hope that consumers like the ad and become early adopters of this latest innovation from Philips.”
