NEW DELHI: Signify has rolled out a new TV campaign for this year's Indian Premier League (IPL), aimed at promoting its recently launched EcoLink range of fans and lights.
Instead of emphasising performance over-exaggerated product claims and marketing noise, Signify is trying to win over the audience by highlighting the durability and high performance of the EcoLink product range with this ad campaign. The humorous yet honest campaign has been developed by Publicis Communications and targets consumers looking for no-nonsense and high-performance products.
The new campaign includes four films; three featuring the fans range and one featuring the LED lights. The campaign will be also supported by a 360-degree integrated communication strategy including digital media and on-ground activation.
The EcoLink fans films depict the story of a young man who switches on the EcoLink fan expecting a level of relaxation that will help him sail through tough life situations such as a job interview, winning a lottery or propositioning a woman for marriage. This scene cuts back to reality where the narrator urges him to come out of his reverie and realise that the fan’s job is only to provide the most effective air circulation thanks to its strong motor. The essence of the narrative is succinctly captured in the tagline, Dumdaar motor wale EcoLink fans. No hawabaazi, just awesome hawa.
The film for EcoLink light bulbs also reiterates this same philosophy and urges the protagonist to focus on the brightness of the bulb instead of expecting it to deliver miracles. The video concludes with the tagline – Dumdaar brightness wali EcoLink Lights. No bright ideas, bas brightest light.
"We are excited about our latest TV advertising campaign to launch our EcoLink range of products. The quirky campaign has been designed keeping in mind EcoLink’s no-nonsense, honest yet hardworking personality and urges consumers to not believe in unsubstantiated and over-the-top marketing claims. With this campaign, we aim to make EcoLink synonymous with powerful performance and capture a piece of our audience’s mind with this clutter-breaking and entertaining narrative," said Signify Innovations India head - integrated marketing & communications, and commercial operations Nikhil Gupta.
