PHILIPS LED - STORM

TitlePHILIPS LED - STORM
BrandPHILIPS INDIA
Product / ServiceHOME APPLIANCES
CategoryB04. Posters
EntrantOGILVY & MATHER INDIA Gurgaon, INDIA
Idea Creation OGILVY & MATHER INDIA Gurgaon, INDIA

Credits

Name Company Position
Ajay Gahlaut Ogilvy & Mather India Executive Creative Director
Basab Tito Majumdar Ogilvy & Mather India Group Creative Director
Vikash Chemjong Ogilvy & Mather India General Creative Director

The Campaign

There was very little the product had to offer in terms of excitement and novelty factor - it was just a torch. What our product did have which was different, was its white light. Light that was in a way, like daylight. So the effort was always to use this small advantage we had and put our product in a context that was larger than life. Something that had scale. Something that put it on a pedestal so that it would be head and shoulder above the rest. Something that would, so to say, raise a storm in the market place. And in a dark, gloomy business landscape, our idea was like a bolt of light that showed us a bright way forward.

Creative Execution

We started with the thought, that light from our product would be like day light. So we started with ideas where we showed night scenes, but shot during the day. Basically, executions with bats, watchman, candlelight, etc. The only problem was that, while the light was there [in situations that seemed like the middle of the night], our product, the torch was missing from the picture. So we said how about showing the same ad with a beam of light coming out of our torch. In a larger than life context. And that’s what we did. And the difference was as stark as night and day!

Indication of how successful the outcome was in the market

Store enquiry sky rocketed!. On a low base, sales increased over three folds - 327%. And general excitement/buzz about a product that got passed on to other products in the extensive Philips portfolio.

Philips is a household name in India. In fact, any communication from Philips is usually followed by a big surge in sales. That's primarily because people are still unaware of the wide variety of products in the Philips portfolio. And once they know, they prefer a Philips product to a local one. For our campaign out primary focus was on in-shop pos/posters. In our stores as well as multi-brand outlets. The objective was to highlight our product in an interesting manner and then draw them to our product/the Philips section of the outlet.