MUMBAI: Syska LED has launched its latest advertising campaign starring Bollywood actor Irrfan Khan. This campaign seeks to highlight Syska’s revolutionary move of introducing LED lighting in the Indian market few years ago and how since the brand has gone on to become a leading name in the LED light segment.

The advertisement is currently aired across popular TV channels and will also be aired on movie screens across the country.

Commenting on the launch of the new TVC, SYSKA Group chief marketing officer Amit Sethiya said, “Our latest TVC has been conceptualised keeping in mind Syska’s technology leadership in the LED lighting segment. Through our brand ambassador Irrfan Khan, we are trying to reinforce the message of Syska having the first-mover advantage in the LED lighting category. Additionally, we are driving home the message about how Syska as a brand is enabling consumers to shift from traditional CFL bulbs and embrace LEDs.”

Commenting on new campaign, IBD India Pvt Ltd chief creative officer Rahul Gupta said, “Irrfan has been Syska’s brand ambassador and voice of the company since its inception. His honest-to-goodness persona and matter-of-fact demeanor are qualities that resonate with Syska’s own belief of offering genuine high-quality products which are reliable and affordable.”

Syska as a brand strategically focuses on marketing and advertising. The company recently sponsored leading stand-up comedy shows such as Sony TV’s The Kapil Sharma Show, Zee Marathi’s ‘Chala Hawa Yeu Dya’ and Star Vijay’s ‘Kalakka Povathu Yaaru’. The group is also rapidly expanding and introducing new and innovative products under its LED lights, smart home devices, personal care appliances, and mobile accessories segment. In July 2018, Syska diversified into a new category by entering the wires and cables business and roped in Amitabh Bachchan as the brand ambassador.